The agency model isn’t just unraveling — it’s turning into a navy full of pirates. As holding companies consolidate century-old brands, AI accelerates production, and CMOs prioritize short-term numbers over long-term brand building, the industry is entering its most radical reinvention yet. The ships are getting bigger… but the real action is happening on the pirate boats circling them. To unpack what this means for creativity, talent, and the future of agencies, we’re joined by David Mayo — veteran strategist, former WPP leader, founder of ADNA/NADA, and long-time provocateur behind some of the industry’s most iconic brand transformations. David’s mantra, “Think like the Navy, act like the pirates,” becomes a lens for everything we discuss. This conversation cuts past nostalgia and into what’s actually changing — how consolidation alters creativity, why small senior “pirate crews” may beat giant fleets, where AI elevates (and flattens) taste, and why brave clients still make the bravest work. This isn’t about mourning the old model — it’s a blueprint for how pirates and navies will coexist in what comes next. 1. Where did this mantra come from, and what does it really mean for how agencies should operate? 2. Has efficiency quietly become the enemy of originality? 3. In consolidation, what are CMOs really buying — governance, speed, convenience, or safety? 4. What gets lost when rosters shrink and risk disappears? 5. Are century-old creative agencies closing because of economics, structure, or culture? 6. Are today’s brands less emotional and more functional — and is that a permanent consumer shift? 7. In markets like China, where consumers hop between thousands of product options, does traditional brand building still matter? 8. How do challenger products (like black toothpaste with gold) disrupt giants such as Colgate — and why do big brands often miss these trends? 9. Will creative differentiation increasingly come from influencers rather than brands themselves? 10. Are small, senior “boutique crews” better positioned than holding companies to deliver breakthrough work? 11. What type of senior leaders are thriving right now — and what skill sets are actually evolving? 12. How will in-house studios, AI tools, and brand-side agency veterans reshape the future creative ecosystem? 13. Are we moving toward generalists powered by AI, or specialists supported by AI? 14. Is the “Uberization” of agencies — on-demand teams assembled per brief — a viable future model? 15. How should marketers think about risk, creativity, and the narrowing “corridors of freedom”? 16. Why do brave marketers still create the best work — and how can today’s CMOs champion creativity amid shrinking timelines and rising pressure?
Research from NYU Stern professor Suzy Welch shows that only 2% of Generation Z possess the core values that hiring managers value most: achievement, learning, and an "unbridled desire to work." Instead, Gen Z emphasizes self-care, authentic self-expression, and helping others—a values mismatch that Welch suggests could "reshape the future of work." However, this clash of generational values occurs at a critical moment for advertising: AI tools are replacing the entry-level roles that once served as the industry's training ground, while agencies claim they desperately need young talent for cultural insights and fresh perspectives. To help us understand this paradox, we're joined by Shane McEwen, Global Talent Acquisition Director at Stagwell—one of the challenger holding companies actively reimagining what a modern agency network looks like. With over 15 years of experience building teams across technology, media, and advertising sectors, Shane is at the center of this generational showdown. At Stagwell, he's responsible for attracting and developing talent across their portfolio of modern marketing agencies, from Assembly to 72andSunny. His role forces him to confront the key question: If young people don't value "workcentrism" and AI can perform their traditional tasks anyway, what is the business case for hiring Gen Z? 1. How has your China experience impact your career now in New York? 2. Are we misunderstanding Gen Z or are they misunderstanding us? 3. How do you establish a corporate culture when everyone is remote working? 4. What about going to clients? How do you establish connections with clients? 5. How do you get feedback from different teams and agencies? 6. How do you keep that junior/senior mentorship that's fundamental to agency culture? 7. Which of the interns will you end up hiring for full-time gigs? 8. How do you maintain the passion after the first 2-year "honeymoon period"? 9. What do you see the skills changing now that the AI is in play? 10. What about displaced senior talent? How can they stay in the industry? 11. Are ad agencies confining themselves to a small part of the marketing mix? 12. Any advice for educators?
The advertising industry's talent crisis isn't coming—it's here. As AI automates junior roles, consolidation eliminates mid-level positions, and holding companies restructure at unprecedented speed, professionals at every level are asking: what's next? We're joined by Jean-Michel Wu, a two-decade talent expert who has held leadership roles at creative and media agencies, including WPP, IPG, and beyond. Now the founder of Tripitakka Consulting, he coaches individuals and organizations navigating this transformation. This conversation isn't about doom-scrolling the industry's decline—it's about the practical shifts happening right now and how to position yourself for what comes next. 1. What shift in the talent market are agencies not seeing yet—and why do talent people see trends before the headlines? 2. Publicis restructured dramatically a decade ago. Were they right to move fast, and what can we learn from that now? 3. What type of senior leaders are successfully evolving their skill sets, and what are they doing differently? 4. From entry-level to executive—what's the one skill that matters most in this new landscape? 5. Are we moving toward generalist roles powered by AI, or specialist experts with AI support? 6. How does the consulting model compare to agencies when it comes to talent structure and compensation? 7. What's the fundamental role of talent management in 2025—and how must it change? 8. Why is psychological safety suddenly a talent function priority? 9. If clients change how they pay agencies, will that finally force the "one P&L" issue? 10. You coach people who've been laid off. What limiting beliefs do you encounter, and how do they break through? 11. The fractional/consulting life—is it actually viable, or just a nice story we tell ourselves? 12. What advice do you have for entry-level professionals when agencies don't know what to do with them anymore?
What would a new model agency look like today if we were going to build it from the ground up? There's been a lot of news about the decline of the agency network model. In a landscape defined by AI disruption, platform dominance and the collapse of legacy holding structures, agencies are being forced to reinvent themselves - fast. We are honored to have our good friend, Jacco ter Schegget, now a board-level advisor and consultant. He was a former CEO of Publicis Groupe Benelux, JWT Asia, and was our colleague in China as President of OgilvyOne from 2014-2017. This episode is not about nostalgia, but provides practical ideas on how to move forward. 1. Besides AI, what do you believe are the biggest forces shaping the future of marketing agencies today? 2. Are the changes all about technology, or do traditional organizational structures impact it? 3. Does a single P&L mean that senior heads will roll, or can you manage this more effectively? 4. What made agencies so big in the first place? 5. Is there a correlation between the decline of the agency and the loss of its strategic value? 6. If you were building a marketing services platform from scratch today—with your own money—what would it look like? 7. Do we see the services stripped down, given the simplicity of the new OEM manufacturing model? 8. Where do you see the strategist's role in the new agency model? 9. What's the role of the creative leader? 10. What will happen to entry-level executional staff if AI replaces them? Will new agencies just consist of senior-level people? 11. What should we be teaching young people who want to get into the new agency? 12. What would you keep and kill from the previous model for the new one?
In the influencer economy, it has become increasingly common for influencers to go beyond promoting other brands and create their own. There are several challenges. Product quality could backfire, the product itself may not be the right fit. Given the risks of product sales and influencer reputation, are influencer brands worth the investment? We are joined by Dr. Majid Bahi, Global CEO of Socially Powerful, a global, award-winning, social-first marketing agency powered by technology and creativity. Founded in 2017, the agency operates across the UK, US, Europe, UAE and China. Majid has a PhD in Bioelectronics. 1. Majid's journey & Harry Styles' Sex Toy Brand 2. How do influencers handle sensitive topics? Is it important to find someone who's squeaky clean to represent your brand? 3. Where do you still see brands/agencies failing at creating effective influencer marketing? 4. How do we measure expectations with established influencers who still may not understand the power of influencer marketing? 5. When is the time when influencers decide to launch their own brand? 6. What's the insight process that helps influencers decide to go into the branding business? 7. Can small, niche brands actually compete with big companies that have massive R&D departments? 8. What's your POV on synthetic or virtual influencers? Does it conflict with authenticity? 9. Do you think China is still important in terms of seeing global trends? 10. What recommendation do you give to those who want to be influencers?
Special treat this week! We're sharing an interview Bryce made with Wenchi Yu on Perspectives. Host Wenchi Yu speaks with Bryce Whitwam, a seasoned marketing professional with extensive experience in Asia, including 17 years in China, where he led major advertising agencies and founded his own. Bryce highlights the "seismic shift" in marketing and consumer behavior brought about by the rise of multifunctional digital platforms such as WeChat, Taobao, Douyin, and Xiaohongshu (also known as Red Note). The conversation also covers the rise of Chinese domestic brands, a phenomenon known as "Guo Chao 国潮," like Luckin Coffee, which have challenged foreign brands such as Starbucks. Whitwam argues that while consumers may sometimes boycott foreign brands like H&M for nationalistic reasons, they generally base their purchasing decisions on product quality and trust. Despite tariffs and the closure of the "de minimis" loophole, Whitwam predicts an increase in direct-to-consumer sales from Chinese manufacturers to the U.S.. He views these tariffs as a "failed policy" that will lead to higher prices for consumers. Bryce Whitwam contributed a chapter, MARKETING AND SOCIAL MEDIA: Staying Ahead of the Most Dynamic Market on Earth, for Ker Gibbs' Selling to China: Stories of Success, Failure, and Constant Change. Bryce Whitwam is also a co-host of ShanghaiZhan, a podcast about all things China marketing, advertising, tech and platforms. 00:00 The Digital Revolution in China 02:46 Bryce's Journey in Marketing and Advertising 05:40 E-commerce and Social Commerce Transformation 08:38 The Shift in Advertising Strategies 11:40 The Rise of Short-Form Video and Influencer Marketing 14:32 Understanding Chinese Social Media Platforms 17:42 The Impact of Domestic Brands and Guo Chao 20:08 Navigating Geopolitical Tensions and Consumer Preferences 23:12 The Future of US-China Business Relations 25:43 Conclusion: The Competitive Landscape Ahead
We bring back ShanghaiMailbox! Thanks for your questions. Here are the questions you submitted that Ali and I answered on today's podcast. 1. If you had your own money, what’s one Chinese startup or trend you’d invest in right now that most foreigners have never heard of? 2. Learning Mandarin used to be the rage, but now it’s less popular. With all the powerful apps and AI is it still worth learning a second language? 3. How do you think of online dating in China? That is, the online “Relationship-shopping” culture. 4. What differentiates agencies if everyone is using the same AI tools or platform? 5. What lessons have been learned from the latest and successful Coca-Cola + Pop Mart Labubu collaboration?
Has agency consolidation begun to backfire? The media agency is undergoing a massive transformation as holding companies consolidate their operations & rebrand around unified entities. What does this seismic shift mean for the future of the industry? Will the industry's current path lead to better outcomes or just more cost-cutting? Joining us is Mark Heap, Founder of Mark Heap Consulting. Mark advises businesses on growth strategy, organization transformation & leadership development. He's the former CEO of Mindshare in EMEA and Mediacom in APAC. He spent 10 years in China from 2003 to 2013 serving roles at PHD and Mindshare.
China's business landscape in 2025 is unforgiving—consumer spending is down, competition is fiercer than ever, and companies face a brutal reality: adapt or die. The old playbooks aren't working, traditional marketing approaches are falling flat, and while everyone knows they need to change, most don't know what to do or how to do it. In this environment, the difference between companies that thrive and those that merely survive comes down to one thing: innovative leadership that can actually navigate the messy, uncomfortable process of transformation in real-time. Today, we're diving deep into what it takes to transition into your innovative superpowers with Nishtha Mehta, a sought-after international change facilitator and ICF PCC innovation coach who has been helping Fortune 500 companies and startups do exactly that for the past two decades from her base in Shanghai.
Today's episode explores a side of the China media business that everyone knows exists but few are willing to discuss. Media corruption was so prevalent in the early days of the digital industry in 2010 that it became a competitive advantage for some companies. We all knew that it was big, but how big? Today's guest goes by the pseudonym "F. B." and is the author of the memoir, "Confessions of a Chinese American Swindler: My Rise, Fall, and Exile from the Cutthroat World of Chinese Advertising." The book takes the readers deep into the heart of China's media underworld, where ambition, opportunity, and moral compromise collide. 9.
How will AI impact marketing teams, agencies, and processes? While 85% of marketers report using AI tools, they struggle to integrate AI into the workplace. How can you make work? We’re joined by Pierre Berard, former China hand and a senior marketing executive who’s led some of the world’s top luxury and consumer brands and is now the founder of alphabrand.ai. This new platform helps marketers work faster, smarter, and more creatively with AI.
How can brands visually connect with Chinese consumers? What cultural codes effectively resonate with consumers, leading to trial and purchase? Today we speak with Panos Dimitropoulos, a seasoned semiotician and cultural strategy expert. Panos helps brands culturally connect in China. He spent over a decade in China, leading Kantar's cultural intelligence team, guiding clients through China's evolving symbolic landscape. He's also the founder of Two Words Agency.
China has become a country obsessed with wellness. Over the past few episodes, we have had several guests highlight the growing importance of wellness, whether it relates to fitness or changes in the country's demographics. We thought we'd take the opportunity to take a deeper look at wellness. According to a McKinsey study, 87% of Chinese consumers consider wellness a top priority in their lives. Why is wellness such an important topic these days in China? Is this something that all brands should be incorporating into their communications? To discuss the growing importance of wellness for brands, we are proud to welcome back Henry Shen, Chief Strategy Officer at McCann Health Greater China. Henry brings over 19 years of experience that includes business strategy, brand communication, and digital integration. Henry and the team at McCann Health serve many of the leading pharma brands and is based in Shanghai. Henry is not just a supporter of physical, but also mental wellness. Henry truly embraces wellness as a licensed holistic therapist.
Over the past decade, women in China have become a driving force (pun intended) in car purchases, from compact EVs to high-end luxury vehicles. But how are brands adapting their marketing to meet the needs of female consumers? What trends are shaping their buying decisions? To help us unpack this, we’re joined by Janice Kok, Head of Strategy, and Reiko Wu, Planning Director, both at GREY & AKQA China. Janice is a seasoned strategist with over 20 years of experience in brand and marketing strategy, particularly in the Chinese market. Janice and Reiko recently released a white paper, “Her Choice, Her Ride, The Rise of Female Automobile Power in China.” 1. What's the big macro trend in the Chinese auto market right now? Are Gen Z turning away from car ownership? 2. Can you tell us about the methodology of the study? Who did you talk to, and why did you release this report? 3. What are the essential things you focus on to appeal to women in advertising? How do you keep a gender balance? 4. How do you specifically communicate attributes to women in social media? What's the role of influencers? 5. Does domestic travel and China's discovery influence car purchase amongst women? What's the role of domestic well-being? 6. Are there some brands or particular models that are more female-oriented? 7. Foreign brands are taking a beating in China, can targeting specific groups improve sales? 8. How are Chinese consumers different from their counterparts in other parts of the world?
4 out of the top 8 Apps on the US Apple Store come from China. Many are shopping platforms such as SHEIN, Temu and TikTok Shop. These platforms have strong algorithms, massive supply chain networks, and seemingly bottomless investment pockets. Is the West slowly becoming addicted to Chinese-style online shopping? We talked to Ed Sander, who is the co-founder of ChinaTalk, a Dutch service provider specializing in knowledge transfer about China. Ed also writes for the TechBuzz China substack. 1. You arrange business tours in China. Tell us about the upcoming Spring Exclusive Investor Electric Vehicle Trip. Is it too late to sign up? 2. Why has TikTok Shop struggled to get traction in the U.S. while it's been so wildly successful in SE Asia? 3. How can brands make TikTok Shop work in the U.S.? What's the magic formula? Will it come from live commerce? 4. Are some markets more influenced by cultural differences that help drive livestream shopping success? Or are Chinese just more open to new experiences? Do you think brands should engage in livestream shopping? 5. Do you think TikTok Shop makes adjustments on their platform to make shopping more palatable? 6. Is there still a place for brands or livestream commerce for cheap, impulsive products? 7. Why are you so bullish on the growth of Temu? How will they adjust for impending Trump tariffs? 8. How will Temu and SHEIN impact global markets in Europe? 9. Who has the best chance of success, SHEIN, Temu or TikTok Shop? 10. What is happening with Meituan's Keeta? How will it dominate in food delivery?
It's time to open our listener mail! We solicited questions on LinkedIn and WeChat and are ready to answer your questions about China marketing and advertising. We're joined with China's leading brand strategist consultant, Stephen Drummond. Steve is an industry legend who has worked for agencies and clients. He's now a freelance brand consultant, based in Shanghai: 1. Question: 1 : Are brands in China talking more about brand building these days? 2. Question 2: How do we keep our brand at the top of people's minds when most people ignore ads? 3. Question 3: Do eCommerce systems in China with immediate links from ads and offer purchases mean that Chinese marketers are performance-based and do not need long-term brand building? 4. Question 4: Would you say livestreaming is overhyped? Does it cheapen the brand? 5. Question 5: We're an electronics brand. Should we build a loyalty platform? 6. Question 6: What's the future of traditional retail in Shanghai? Will more stores close? 7. Question 7: Given today's economic climate, what types of brands or categories show growth in China?
We challenge the narrative surrounding China's economic slowdown to reveal an unexpected truth: today's market conditions might be ideal for patient brand builders. Alex Duncan, marketing consultant, former co-founder of a Chinese social media platform and a 15-year China veteran, shares fresh insights from his recent return to Shanghai, making a compelling case for why now – when consumer confidence is at historic lows and competitors are scrambling for quick sales – might be the perfect moment for strategic brand entry. This episode offers a masterclass on turning market challenges into long-term opportunities in the world's second-largest economy, from the paradox of convenience-killing convenience stores to why discounting is destroying brand value. 1. After 15 years away from China and 18 months away, what dramatic changes did you see? 2. How are people coping with the economic slowdown? 3. What aspects of China Speed do you miss now living abroad? 4. Does China speed equate to China efficiency? 5. Does China's slowdown turn into a spark moment to become more efficient? 6. Is the slowdown a reflection of China becoming more of a mature market? 7. Should this all be about brand building during slower times? 8. Will this impact lower funnel sales and less brand search as consumers spend less and save more? 9. Have the digital platforms made it too easy (and challenging) to build brands, and as a result, brands have become too complacent? 10. Is this the best time to enter the China market? 11. How do you encourage consumers to spend money during times like this? 12. What's with your book, Alex? When can we see it? 6.
In this report, it's called the 20/80 rule. Are we going to see a lot of brands exiting the Chinese market, or are there still opportunities? We're back for round #2, covering Totem Media's 2025 Marketing & Media Trends. Today, we talk about the 25 considerations, although we go through all of them, just the key ones. We're honored to have Totem Media Founder Chris Baker back on the show. Joining Chris is Minnie Wang, Senior Reporter for Campaign Asia. Minnie covers the marketing and advertising issues of Greater China for the magazine. 1. Looking at the considerations, #4 "Brands Still in Disbelief" - Can you explain this one? 2. Consideration #6: Experiences on the Upswing & #7 Active Hobbies are Growing - How will this translate for brands? 3. What's the 20/80 Rule? Will we expect many brands to leave the China market? 4. #14: The Great Retail Remix - How will retail survive the economic crunch? Is there anyone winning? 5. And for a bit of optimism...'#21 - China is Stil a Growth Market' - are you still bullish on China?
Word on the street that Chinese app Xiaohongshu or Rednote, as it is now called, was not expecting nor prepared for the 500K and counting American TikTok Refugees that have downloaded and migrated to the app. Is Rednote a short-lived thing? Will people eventually move back to TikTok, or has the West entered the world of "App Fluidity," where communities move from place to place without little concern for the platform they are on? To discuss this, we are joined by Shanghai-based Wai Social's Founder, Olivia Plotnick. 1. What is Xiaohongshu or Rednote? How is it different from TikTok? 2. What sparked people to migrate there, and why Rednote and not Lemon8? 3. Are we ready for a truly global platform, returning to the LinkedIn days? 4. Have we come to the point where we will see more fluidity of platform users? 5. Are people abandoning Meta platforms because of their complexity or is this the preferred GenZ user experience? 6. What about the role of community and express authenticity? 7. Will YouTube have a resurgence in the U.S.? Who will win out? 8. How can Xiaohongshu become such a community place? 9. What are the most important aspects of this incredible cultural collision? 10. How will the Chinese authority react to this amazing soft power opportunity? 11. What keeps people back when very few people post? What's the role of entertainment? Is there a balance? 12. Is this the right time for Chinese brands to reach out to Western audiences? 13. Is the whole "Rednote movement" a passing fad? 14. Will App Fluidity kill brands?
Welcome to Season 4! Today, we're also celebrating the 10th anniversary of the 2025 Totem China's Marketing & Media Trends Report, hoping to solve the biggest challenge in China marketing: is performance marketing, and are brands nowadays just focused on short-term sales gains? According to Totem's report, 48% of marketers plan to decrease their 2025 marketing budgets, and 31% now rank sales conversion as their top objective. Amid this, an economy that's shaping up to be the "new normal," a normal that surprisingly looks like everywhere else in the world. To discuss, Totem's Chris Baker joins us again this year, along with OMD China's General Manager, Ahle Kuang. We try to solve all the marketing problems in 50 minutes! 1. What are some of the big things that stood out for you in this year's report? 2. Are some categories safe, or are there decreases across the board? 3. Have local companies found a way to grow brands and increase market share simultaneously? 4. How do you balance the desire for short-term sales with building long-term brand equity? 5. For China, is brand equity purely driven by product innovation? 6. Do Chinese products need to live beyond a certain period to be considered a brand? 7. Are there things brands should avoid doing in the 2025 context?: Positioning is Everything 8. Can signature global brands in China grow with products designed for a global audience?