Ogilvy forum initiates dialogue on cultivating business growth with soft power

At the forum, themed 'Hard talk on soft power', Ogilvy executives explained that the concept of soft power is very closely linked to that of nation branding. A brand is a combination of hard and soft attributes. The harder they are, the more rational; the softer they are, the more emotional. Soft power is hugely dependent on emotion and emotion is dependent on creativity.

Miles Young, CEO of Ogilvy & Mather Worldwide, said the soft power opportunity is there to be taken, for Chinese brands and for China as a brand.

"It is fundamental to changing the label 'Made in China' from being at best neutral to being a positive advantage. It is about creative power not just engineering power. It is about moving from being the factory of the world to the atelier of the world. And it is entirely possible," he said.

"As a creativity driven business we understand that creativity is at the heart of soft power. So we hope this first Ogilvy Forum will be a catalyst for stimulating further discussions on soft power and how this delicate, powerful art can shelter and grow businesses, brands and destinations in this new decade," said Shenan Chuang, CEO of Ogilvy & Mather Greater China.

Another leg of the event will be held in Shanghai on 13 January.