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November 24, 2014

Rediscovering the Art of Brand Marketing in China’s Digital Age

Featuring Tom Doctoroff, CEO, JWT Asia Pacific, and author, “Twitter Is Not a Strategy: Rediscovering the Art of Brand Marketing” (Palgrave Macmillan, Nov. 11, 2014)

Columbia Club, 15 West 43rd Street, New York
Reception at 6:00 p.m. Lecture at 6:30 p.m.

Mass media is alive and well as a key tool for long-term brand building. However, in China and throughout the world, the landscape of brand communications has fundamentally evolved since the rise of digital media. Brand advocacy, or harnessing the power of technology to establish a one-on-one dialog between consumers and manufacturers, provides a potent platform to increase shopper loyalty and profit margins. In order to efficiently leverage a new digital canvas, marketers will need to complement the traditional model of broadcast communication with a new model that triggers participatory digital engagement to spread the word, transforming owned media into earned media.

In a lively, case-filled presentation inspired by his new book, “Twitter Is Not a Strategy: Rediscovering the Art of Brand Marketing," (Palgrave Macmillan, Nov. 11), JWT Asia Pacific CEO Tom Doctoroff will uncover how today's savviest marketers are driving brand advocacy.

What you'll learn:

  • the marketing implications of this new paradigm
  • the topography of China’s digital landscape including the role of online opinion leaders
  • the motivations of hundreds of millions of empowered netizens that can be satisfied through brands 

Registration is required; register here. There is no cost for this event. Please RSVP by Friday, November 21, 2014

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Upcoming Events

November 6: Spring Study Tour Info Session, 12:30 p.m., Uris 301. Learn more about tours being offered during spring break 2015.

November 24: “Rediscovering the Art of Brand Marketing in China’s Digital Age” with Tom Doctoroff, Asia Pacific CEO, JWT.
Get more info and register>

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Chazen Study Tour waitlists are open for India, Taiwan/Hong Kong, and South Africa. Email Chazen@columbia.edu for more info.