With more than a decade of advertising experience, Catherine Chen, a regional account director who manages global brands in the emerging China market, holds the mission "Nothing is impossible" - an unstoppable drive for more. In order to stay ahead of the trend, marketers always need to adapt and change, even more so to win the hearts of the "Post 80/90 in China".
Catherine Chen
Regional Account Director
Saatchi & Saatchi GuangZhou
What site(s) do you have to visit every day for Marketing new?
I don't have a regular site I visit, but there are some alerts from Campaign Asia that I subscribe to, and I have a very outstanding planner director who regularly sends us market information whenever he finds anything interesting and relevant.
I don't have a regular site I visit, but there are some alerts from Campaign Asia that I subscribe to, and I have a very outstanding planner director who regularly sends us market information whenever he finds anything interesting and relevant.
Greatest skill a good Marketing professional requires?
Sharp eyes on insights; sensitivity to market trends
What's the recent "it" Marketing phrase/trend of the moment that you hear almost every day and what does it mean for the industry and the marketplace?
Post 80/90, in China, these people are the main forces who drive the market. How to tackle them and win their hearts become very important for marketers
There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
I think the market is changing all the time, what's new and working today does not mean it can last tomorrow, so we have to stay ahead with the trend all the time.
What is essential NOT to do when it comes to your area of Marketing specialty?
"Nothing is impossible", so there is nothing we should NOT do, or I would say, we should not STOP, never stop to come up with new ideas, never stopping to learn more, never stopping to explore for more...
Can Marketing ideas travel across continent and languages? Does globalization work or is localization more effective?
The globe has many different cultures, languages, religions, etc. Things can be very different country to country. In my opinion, there is no single communication idea that can travel. It would never work. We can have the same group of target audience, same set of branding strategy, but when it comes to communication strategy and idea, localization works far more effective than globalization
Not to mention the whole world, just China alone, people in the north and south think and behave very differently. Making a piece of advertising campaign work and travel across the entire nation is a challenge in itself.
Not to mention the whole world, just China alone, people in the north and south think and behave very differently. Making a piece of advertising campaign work and travel across the entire nation is a challenge in itself.
Best piece of advice you have received professionally or personally?
Be yourself, just do or say what you think is right.
Growing up, what was the first think you can remember wanting to be?
A nurse! Haha! Later on when I was about 10, I wanted to be an actress, I still remember my dad brought me to an audition. I was so nervous and did not perform well.
What is a recent campaign/ presentation ( not from your own company but your field of marketing) that you admire, and why?
The Apple campaign on the iPhone, the "Facetime" one. It's very emotional and yet functional enough to let consumer understand the product...need not to say more...when I first saw it , I almost wanted to cry.
in my experience, mostly with FMCG, we often debate between the balance of emotional and functional messages in a campaign, and this iPhone campaign is a perfect example.
in my experience, mostly with FMCG, we often debate between the balance of emotional and functional messages in a campaign, and this iPhone campaign is a perfect example.
Is Marketing more of an art or more of a science?
I would say marketing is more of a science. it is a numbers game. It's all about sales figures, and the industry highly depends on research data.
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