ShanghaiZhan: All Things China Marketing, Advertising, Tech & Platforms

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?About Tripitakka: https://www.tripitakka.com/Jean-Michel on LinkedIn: https://www.linkedin.com/in/jeanmichelwu/For everything ShanghaiZhan:  http://zhanstation.com/ShanghaiZhan Theme Music:  by Bryce Whitwamhttps://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825acBryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

Jacco ter Schegget, an experienced board-level advisor and former CEO of Publicis Groupe Benelux, dives into the future of advertising agencies. He discusses the impact of globalization, AI, and platform dominance on agency models. Jacco suggests that agencies must adapt by centralizing P&Ls and evolving the strategist's role while retaining the importance of creative leadership. He envisions a new marketing services platform that blends client needs with agility, arguing that even in an AI-driven world, entry-level roles remain crucial for understanding trends.

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 Brand2. How do influencers handle sensitive topics? Is it essential 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? About Majid:https://www.linkedin.com/in/mahadjimajidbahi/ About Socially Powerful: https://sociallypowerful.com/For everything ShanghaiZhan:  http://zhanstation.com/ShanghaiZhan Theme Music:  by Bryce Whitwamhttps://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825acBryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

Bryce Whitwam, a seasoned marketing pro with 17 years in China, chats with Wenchi Yu about the radical shifts in China’s digital marketing landscape. He discusses the rise of multifunctional platforms like WeChat and Douyin and the emergence of Chinese brands, or Guo Chao, that challenge foreign giants like Starbucks. Bryce also delves into the implications of tariff policies on trade and the need for brands to adapt to evolving consumer preferences, underscoring how these changes could reshape the market for years to come.

We bring back ShanghaiMailbox!   Thanks for your questions. Here are the questions you submitted that Ali and I answered on today's podcast. Enjoy!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? For everything ShanghaiZhan:  http://zhanstation.com/Got a Question? Access Our Mailbox:  https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3MShanghaiZhan Theme Music:  by Bryce Whitwamhttps://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825acBryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

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? Is this the independent agency's big moment?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.1. What's driving all the consolidation, and where will it lead?2. Are the agencies losing client leaders, or should it be up to the local office?3. Does this all have to do with AI implementation?4. Has all this consolidation resulted in the loss of critical thinking and discourse?5. Does this open the field up to independent agencies to shine?6.  Who is doing it right? Is there a good model?7.  Are we moving to a world where everything is small, nimble, and independent?8.  How do you reflect on your China experience? Has it helped you throughout your career?About Mark Heap Consulting: https://www.markheapconsulting.com/Mark Heap on Linkedin:  https://www.linkedin.com/in/markheap/For everything ShanghaiZhan:  http://zhanstation.com/Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

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.1.  What have you observed about different cultural approaches to innovation?2.  What makes a successful transition from leader to innovative leader?3.  What triggers innovation?4.  How do you introduce innovation thinking to companies?5.  Introducing innovative change through melting, mounting, and mating 6. How much do you change or morph into someone else?7. What goes about creating collaborations to impact innovation?8. How can leaders effectively shed their existing responsibilities to avail themselves to innovation?9. How resourceful do you need to be to embrace someone else's innovation?10. How does the model work for a start-up? Start by envisioning failure.11.  Will fear of failure result in inaction?12. Your phrase, "committing to uncomfortable" - Any advice for new jobbers?13. Who inspires you?Nistha Mehta on LinkedIn: https://www.linkedin.com/in/nishthamehta/For everything ShanghaiZhan:  http://zhanstation.com/Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

F. B. is an insightful author whose memoir unveils the murky depths of China's advertising world, revealing the cutthroat nature and rampant media fraud. In the discussion, he shares how brokers manipulate media deals and the business advantages they create. The conversation dives into cultural conflicts within agencies and the industry's evolution towards more transparency. F. B. also addresses the potential for reform through financial auditing, providing a candid look at the harsh realities faced in the Chinese media landscape.

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.1. What parts of marketing are most impacted by AI right now?2. Is it the way that content is created? How will it impact work teams?3.  How will marketing teams prepare for the AI revolution? Is it more than just ChatGPT?4.  Should you bespoke build something or adapt an open standard?5.  How can people who will become accustomed to AI solutions have the critical skills to question results?6.  How do you create guidance that effectively manages the AI solution integration?7.  Do you need to create stop-points that integrate the human perspective?8. Are people welcoming or fearing AI integration within marketing organizations?9. Will there be a return of authentic experiences in marketing as people become overwhelmed with AI-generated communications?10. What are some AI misconceptions in marketing teams?11. Will small brands be more potent in an AI-integrated marketing world?12.  Will agencies eventually be replaced? What's the place for them?Pierre Berard on LinkedIn: https://www.linkedin.com/in/pierre-berard-02222b33/About Alphabrand.ai:  https://alphabrand.ai/homeFor everything ShanghaiZhan:  http://zhanstation.com/Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

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 connect culturally in China. He spent over a decade in China, leading Kantar's cultural intelligence team and guiding clients through China's evolving symbolic landscape. He's also the founder of Two Words Agency.1. What exactly is semiotics? Why should marketers care?2. What does it mean to see cultural codes in daily life? How can strategists start training themselves to do this, or should they leave it to the experts?3. Why are brands looking so similar? Is social media making an impact?4. How influential is the format to semiotics?5. Why are semiotic interpretations subject to context?6. Has the Chinese cultural codified context changed or resurfaced over time?7. How do semiotics work in bottom funnel communications?8.  Can you provide some cultural semiotic examples?9.  How can semiotics help Brand China export itself to the world?10. How can one learn more about semiotics?11. What's behind your agency name, "Two Words"?12. What's the difference between brand anthropology and semiotics?13. Can brands influence culture?14. Is there a glimpse into the future of Brand China?15. Any recommendations for BFAs who may be interested in semiotics?16. What's the impact of AI on semiotics?Panos on LinkedIn:  https://www.linkedin.com/in/thepdconcept/Two Words Agency: https://www.twowords.agency/Read more about Semiotics:1. Roland Barthes: "Image-Music Text" https://www.amazon.com/Image-Music-Text-Roland-Barthes/dp/03745213602.  Jean Baudrillard: "Simulacra and Simulations" https://www.amazon.com/Simulacra-Simulation-Body-Theory-Materialism/dp/04720652113.  Walter Benjamin:  "The Work of Art in the Age of Its Technological Reproductibilty" https://www.amazon.com/Technological-Reproducibility-Other-Writings-Media/dp/0674024451For everything ShanghaiZhan:  http://zhanstation.com/Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/