China Paradigms

Matthieu David interviews Augustin Missoffe, a managing director of Greater China, Korea & ASEAN at HOPSCOTCH Groupe. How is event marketing progressing in China’s digital world? Is e-commerce marketing strictly digital now? And how different is running event-based marketing campaigns in China opposed to the West? Find out the answers to these questions and many more in this new China Paradigm podcast! 0:09 Guest introduction 2:53 HOPSCOTCH - current size and company history 7:20 How does HOPSCOTCH operate? 9:57 HOPSCOTCH - managing an extensive network 12:29 Event-native - case studies 20:13 The process of working with a KOL or a KOC – a milk-powder anecdote 25:03 Product awareness vs personal brand strength 26:56 Reaching out to KOLs - what is that process like? 29:15 What differences are there between working on China-based campaigns vs western campaigns? 35:44 Opinions on New-Retail – why it is a philosophy 42:06 Event-based marketing vs the digital media 44:55 Why are some companies not going the even