Posted by Abe Sauer on July 11, 2012 10:07 AM
"Sharpness is a state of mind," said Chow Yun-Fat (Master Li Mubai) in Crouching Tiger Hidden Dragon. But sharpness might also might be a perfectly fitted Hugo Boss suit, like the one Chow is now sporting as the first ever Asian face of the brand.
Chinese consumers may still be trying to "find" Leonardo DiCaprio and his Oppo handset, but more and more, brands looking to reach the Chinese consumer — especially luxury ones — are opting for local celebrity.Continue reading...
Posted by Abe Sauer on September 13, 2011 07:15 PM
When it comes to China, they all look the same. Celebrity endorsements, that is.
That's the findings of a new report from Millward Brown with Ogilvy China, titled "Middle Kingdom’s Celebrities-to-be: Faceless People and Unsung Heroes – Imperatives for Celebrity Advertising in China."
It seems that the celebrity endorsement has become so popular in China that overlapping shilling is causing mass confusion.Continue reading...
Posted by Abe Sauer on June 8, 2011 11:00 PM
Cadillac has enlisted Hong Kong pop star Karen Mok in its latest brand-building ad in China. Ironically enough, the ad features Mok on America's iconic Route 66.
The last time we heard from Cadillac in China, the brand was sponsoring the film The Birth of a Party, a chronicle of the Communist Party's rise to power in China.
So, this certainly seems to be an upgrade of strategies for Cadillac.