Join Tom Doctoroff '89 as he discusses how consumers and brands can make sense of an exponentially expanding range of digital "content."
Event Details
In an era of warp-speed technological change, the range and breath of digital "content" expands exponentially. In fact, "content" is a fat word. Anything and everything a brand produces to elicit online engagement can be called content. But the inherently participatory nature of content has empowered consumers as never more. And it has given marketers a responsibility to shape content people are willing to "lean into." But how can sense be made of the nearly unlimited options confronted by both consumers and brands? In a lively case-filled presentation, Tom asserts that worthy content abide by four simple principles. It is: a) bound by a brand idea, b) a gift, not an offer, c) purposefully designed to change behavior and d) user centric (that is, not "we tell you," but "you tell us"). Throughout the presentation, Tom unifies timeless top-down marketing principles with the bottom-up possibilities liberated by technology.
Please note: This event has been rescheduled from its original date, February 16.
Speaker Profiles
Tom Doctoroff (Speaker) '89
Senior Partner, Prophet
http://www.tomdoctoroff.com/
Tom Doctoroff is currently a Senior Partner with Prophet, a global consultancy that helps clients find better ways to grow by creating relevant brand and customer experiences, driving accelerated growth strategies and leveraging digital as a transformative force in their business. Between 2012 and 2016, Tom was the CEO of J. Walter Thompson Asia Pacific, one of the region's fast growing and most profitable marketing and communications companies. He is also one of Asia's most respected advertising professionals. His unique combination of pan-Asian work, plus almost two decades based in China, has made him an expert in the cross-border management of brand architecture and brand building, as well as a leading expert in Chinese consumer psychology.
He appears regularly on CNBC, NBC's The Today Show, Bloomberg and NPR, and is featured in publications ranging from the Financial Times to the Wall Street Journal. He is a sought after keynote speaker for events such as the International Advertising Association's global symposium, University of Chicago's Global Management Conference and the JPMorgan Asia Pacific Equities conference.
Tom is the recipient of the "Magnolia Government Award," the highest honor given by the Shanghai municipal government to expatriates and was an Official Torchbearer for the Beijing 2008 Olympics. He is the author of the best-selling books "Billions: Selling to the New Chinese Consumer" (2006) and "What Chinese Want" (2012). He published his third book, "Twitter Is Not a Strategy: Rediscovering the Art of Brand Marketing," in November 2014. Tom was also a driving force behind Mainland China's first Grand Prix at the Cannes Lions International Festival of Creativity.
Tom started his career at Leo Burnett in Chicago but jumped ship to JWT in 1992. In 1994, he moved to Hong Kong as Regional Business Director for clients such as Pepsi, Kraft and Citibank. In 1998, he landed in China as the Managing Director of JWT Shanghai and in 2002, was appointed Northeast Asia Area Director and Greater China CEO. In 2012, he was appointed the CEO of Asia Pacific for J. Walter Thompson. Through diversification into digital platform design, digital content production, trade marketing and field marketing, JWT Asia Pacific has emerged as one the most synergistically integrated, creatively dynamic communications networks. During his 22 years based in Asia, Tom has managed the strategy and marketing communications for a uniquely broad base of corporations, both multinational and Asian.
Questions
Leah Burgess
212.218.4277