Ahle Kuang

Chris Baker, Founder of Totem, and Ahle Kuang, General Manager of OMD China, share their insights on China's shifting marketing landscape. They discuss the trend of marketers prioritizing short-term sales over brand equity, with 48% planning budget cuts for 2025. Local brands are adapting effectively, leveraging platforms like TikTok, while global brands struggle to resonate with local consumers. The duo emphasizes the need for a balance between immediate ROI and long-term brand loyalty in a rapidly evolving digital marketplace.