AMEs: JWT's Tom Doctoroff on building big brand ideas in China

Due to speak at the end of day two, Tom Doctoroff, will focus on China as a market that, given it's huge scale and relatively untamed brandscape, demands big ideas and unifying concepts that forge order from chaos.

Doctoroff goes on to say that unity is strength. Consistency across all communication channels - from broadcast television to in-store activation, from digital to promoter management - is king. Its the secret to deeper consumer loyalty and price premiums.

During his presentation, Doctoroff will provide China case studies of brands that a) base appeal in timeless consumer insights rooted in human or cultural "truths," b) fuse insight with a unique brand discriminator to achieve a long-term brand idea capable of evolving over time and c) implement creative expressions as "participation platforms" to ensure deep consumer engagement.

Originally from Detroit, Doctoroff started his advertising career at Leo Burnett in Chicago. After switching to JWT Chicago, he took a post in Hong Kong as regional business director in 1994 for clients including Pepsi, Philip Morris/Kraft and Citibank. In 1998 he moved to China as managing director of JWT Shanghai. Four years later in 2002 he was appointed as Northeast Asia area director and Greater China CEO and assumed leadership of JWT Japan in 2008.

With more than a decade's experience in China, he is regarded as a leading expert in understanding how Chinese culture and psychology impact both consumer communications and mainland corporate structure.

Regularly featured on CNBC, NBC, Bloomberg and publications ranging from Financial Times and Business Week to the Wall Street Journal and the New York Times, Doctoroff is a sought after keynote speaker and author of the best-selling book 'Billions: Selling to the New Chinese Consumer'.

Doctoroff is also the recipient of the Magnolia Government Award, the highest honor given by the Shanghai municipal government to expatriates and was selected to be an official torchbearer at the 2008 Olympics Beijing.

Click here to see other confirmed speakers and their topics at this year's AME festival.

The AMEs is now in its eighth year and hailed as the region’s premier recognition of excellence in marketing effectiveness. A highly influential list of leading industry executives, brand pioneers and globally acclaimed marketing experts will take part in an unparalleled programme of challenging keynotes, dynamic panel discussions and informative breakout sessions. The AME Festival is Asia’s premier forum to discuss, debate and celebrate results driven marketing and innovation.