Advertisers use athlete’s parents for Olympic dreams

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Tom Doctoroff

Olympic advertising touched on specific Chinese sentiments, by using Chinese athletes’ parents to get their message out, writes the Wall Street Journal, quoting JWT‘s Tom Doctoroff:

“The parents were shy,” says Tom Doctoroff, the north Asia chief executive of WPP Group‘s JWT, which made the Satine ad for the brand’s parent company, Yili. “But they approved the concept.”… “One of the reasons that Chinese people like Liu Xiang is his relationship with his mom and dad,” says Mr. Doctoroff. “This makes him accessible to people.”

Tom Doctoroff is one of the celebrity speakers at the China Speakers’ Bureau. Please let us know if you are interested in having him as a speaker.

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