David Kenny on Advertising in China and India
Kenny is Chairman and CEO of Digitas and is a member of the Publicis Groupe Executive Committee, the P12. He leads the Group's overall digital and interactive strategy. Beginning with his appointment as CEO in 1997, Kenny has led Digitas through a decade of evolution and growth to an industry-leading position in digital and direct marketing services. Prior to Digitas, Kenny was a senior partner in the global strategy consulting firm Bain & Company from 1991 to 1997. He was named to its Policy Committee in 1995 at the age of 33. Prior to his consulting career, Kenny held marketing and strategy positions with General Motors Corporation. Kenny holds a B.S. from the General Motors Institute (Kettering University) and an M.B.A. from Harvard Business School. He is a board member for Teach For America and a director of The Corporate Executive Board.
Kenny: So, I…. China and India are two different markets, but both are very social, family matters, opinion of your friend matters, social networks are very fast growing there, people are asking each other’s advice on their mobile phones before they make major purchases. So, I think already what we’re seeing is the brands that are really strong in these markets, have a strong sense of community and belong in the communities, and digital communication of course makes communities grow in scale in different ways, so it helps us, but, ultimately, you have to be authentic into those markets as opposed to bringing in imposing brands from the outside.
David Kenny explains the cultural differences that drive advertising in emerging Asian markets.