Rui Wang
Senior Analyst
Draft FCB
Linkedin: http://www.linkedin.com/pub/rui-wang/9/840/456
What site(s) do you have to visit every day for Marketing news?
Adage, AdvertisingWeek, blogs like freakonomics, etc. and YAMMER, which is a corporate version of Twitter. Colleagues share what they found interesting online, at work, or ask questions
What site(s) do you go to at least once a day for fun and inspiration?
TED Talk - 18 minutes a day that changes your mind, NYTIMES, DELICIOUS.COM – a very good go-to resource and tool features TAG search function, FACEBOOK, YOUTUBE
Greatest skill a good Marketing professional requires?
I would say STORY-TELLING. We are exposed to tons of information every minute, about your brand, competitors, consumers, etc. It’s critical to integrate those findings and tell “what matters” in a humanized way.
What's the recent "it" Marketing phase/trend of the moment that you hear almost every day and what does it mean for the industry and the marketplace?
Digital CRM. We all know the most powerful driver to decision making is WOM and internet & mobile devices pushed it to an exponentially massive extent. Comparison shopping and online reviews empower consumers to make better choices. It’s important for brands to be visable and effectively join the conversation.
There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
Moving mobile. Think about how the new generation of smart phone / ipad changes ways people work, entertain, communicate, and shop, etc
What is essential NOT to do when it comes to your area of Marketing specialty?
Marketing analytics is artistic science. Without humanized insights, it’s only pieces of data.
What's an imminent hurdle in the Marketing world that you think will cause significant changes to the way we market?
Consumers lose attention very quickly as information explodes. You are competing against several big names and millions of others in both physical and virtual world.
Can Marketing ideas travel across continents and languages? does globalization work or is localization more effective?
YES and No. Successful marketing is about truly understanding your consumers and having the brand been part of their story. What really matters to your consumers will drive whether strategically you should go global or be local. Furthermore, if we extend our topic to e-commerce, the definition of being local could be very different as well.
Best piece of advice you have received?
“Stay foolish, stay hungry” – Steve Jobs shared 3 personal stories to students on his 2005 Stanford Commencement Address. This thereafter became my motto and always encourages me to go for the dream and open to changes, you never know if it will become another opportunity.
Growing up, what was the first thing you can remember wanting to be?
A happy islander who travels the world and share life stories of those who I meet to the rest
What is a recent campaign/presentation (not from yoru own comapny but your field of marketing) that you admire? and why? “Happy Inside” - recent Ikea campaign
IKEA UK released 100 house cats into its Wembley store in celebrating the launch of 2011 cat-a-logue. It's a really good integrated campaign. Great creative excecution as well. Through multiple digital channels, consumers could interact with the brand and share the “live a happier life inside” spirit with friends. Check their facebook page to see cat photos uploaded. http://www.facebook.com/ikeacats so far, 13,171 fans liked it, and more than 700 pics were uploaded to the FB page.
To tweet or not to tweet?
Personally feel it still has a long way to go.
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