What does the modern Chinese consumer want, and how are those desires changing? Advertising guru and frequent television news commentator Tom Doctoroff, North Asia Area Director and Greater China CEO at JWT, discussed these issues and his new book, What Chinese Want: Culture, Communism and China’s Modern Consumer at a National Committee public program on June 1, 2012 at Dorsey Whitney New York. The discussion was moderated by National Committee Senior Director for Education Programs Margot Landman.
Tom Doctoroff started his advertising career at Leo Burnett in Chicago but jumped ship to JWT (Chicago). In 1994, he moved to Hong Kong as Regional Business Director for clients such as Pepsi, Philip Morris/Kraft and Citibank. In 1998, he landed in China as the Managing Director of JWT Shanghai. In 2002, he was appointed Northeast Asia Area Director (China, Taiwan, Hong Kong and Korea) and Greater China CEO. In 2008, he also assumed leadership of JWT Japan. Through diversification into customer relationship marketing (CRM) and trade marketing, promotion network management, digital engagement and brand identity/design, JWT North Asia has emerged as one the most synergistically integrated, creatively dynamic communications networks.