Hurdler Liu Xiang might have won much sympathy with his second failed attempt to win the Olympics, but Chinese sponsors do not want those icons as their representatives, tells author Tom Doctoroff of “What Chinese Want” in the Wall Street Journal.
The Wall Street Journal:
Companies in China largely want to work with stars who stand out as icons of success, said Tom Doctoroff, the North Asia chief executive of WPP Group’s JWT ad agency. “Iconic people are conquerors who can represent China on a national stage and Liu Xiang has already proven that he is not,” Mr. Doctoroff said.
- On innovation “Chinese won’t deliver” – Tom Doctoroff (chinaspeakersbureau.info)
- Creativity needs political reform – Tom Doctoroff (chinaherald.net)
- Marketing to China’s middle class – Tom Doctoroff (chinaspeakersbureau.info)
- Analyzing the Chinese psyche – Tom Doctoroff (chinaspeakersbureau.info)