As the most established ad man in Beijing, Tom has rare insight into Chinese politics and psychology. Tom considers the likelihood of President Xi artfully balancing reforms with a continuing crackdown on corruption, earning him popular approval bordering on reverence. He assesses the brandscape – including the complicated luxury sector, a growing middle class torn between the old ideals and projecting their new status, and a youth propelling the nation forward.
Tom Doctoroff is the China CEO of JWT, formerly J Walter Thompson, the global ad agency. He is one of the leading authorities on marketing, advertising and brands in China and on the psychology of the Chinese consumer.
Born and raised in Detriot, Tom first worked in advertising for Leo Burnett in Chicago before moving to JWT. He moved to the company’s nascent Hong Kong office working on brands including Pepsi, Kraft and Citibank. He was appointed MD of the company’s Shanghai operation before becoming Northeast Asia Area Director (responsible for China, Taiwan, Hong Kong and Korea). As CEO of JWT in China, Tom also heads JWT in Japan and has led JWT in China to a point where they are recognised as the leading Western agency operating in China and the region.
In presentations, Tom outlines with humour and authority all aspects of brand building
and brand equity in China. Using JWT examples from global companies including Inbev, Ford and Nestle as well as local companies such as Lenovo computers and Konka mobile phones, Tom explores what the all areas of the Chinese consumer market wants, whether they are the new rich, the burgeoning middle class; young, old, male or female.
Tom is the author of Billions: Selling to the New Chinese Consumer, and What Chinese Want: Culture, Communism and the Modern Chinese Consumer. He is regular voice on world-wide media including CNBC, Bloomberg and in publications including the Financial Times, the Wall Street Journal and the New York Times.
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