china specific services

Our advisory service is designed for international brands seeking strategic guidance, robust planning and peace of mind in their China activities. 

Each of our client engagements are undertaken by a select team of China experts, from the fields of marketing, media, strategy, digital, data and commerce. 

Assignment deliverables include:

1. Review of current marketing and media strategy -  In the context of a client's global approach and the specifics of the China market, understand and assess the current China strategy and channel plan, identify gaps and opportunities that would support market growth. 

2. Market landscape analysis– Establish comprehensive market landscape covering key trends, including consumer, geographic, portfolio and competitor analysis. 

3. Produce Marketing & Media plan – Work with China, Regional and Global stakeholders through planning cycles to develop long term strategy and annual plan.

4. Investment & Implementation playbook - Maximise the outcomes of the plan, including use of DSPs, media allocation and optimisation.

5. Measurement framework – An aligned measurement framework set against business and brand KPIs.

6. Media audit - Reviews of media strategy, pricing and agency relationships to create efficient and effective marketing.

7. China practices assessment – Through stakeholder engagement we review approaches and channel planning rationale in order to establish confidence in decision making at levels of the business. 

Assignment Outputs include: 

• Market analysis and trends
• Audience research with audience segmentation (creating addressable planning audiences)
• Marketing goals, aligning with market and overall business goals
• Consumer journey and touchpoint analysis
• Comprehensive annual strategy and channel plan, including: strategic priorities, campaign calendar, budget guidance and channel mix, KPI framework and reporting cadence
• Detailed execution plan with milestones, responsibilities, and resource needs
• Activation and optimisation framework, recommended buying audiences segmentation with monthly reviews, insights and recommendations
• Measurement frameworks assigning KPIs by media to achieve marketing goals that align with business objectives
• Data framework: Overall data governance, best use of 1st party data, platform data and 3rd party data, where necessary, make recommendations on tech stack to ensure media metrics are being measured
• Consulting on vendors, DSPs, external agencies
• Support, analysis and benchmarking of buying rates and performance

These outputs are designed to enhance effectiveness of China based marketing and management teams. They guide the creation of plans that meet short and long term brand and business objectives, and give confidence to a global business that strategies, motivations and expectations in China are fully aligned.