Achieving sustainable growth with a brand driven strategy in the Chinese market
This session will feature Red Unit and Peter Wills. Peter has been Sales and Marketing Manager at Kilchoman Distillery on Islay, Scotland for 10 years. The session will see Red Unit having an open conversation with Peter about the Kilchoman brand's success in China, exploring their localisation approach and brand promise of "100% Islay to the market". This open and frank session highlights how sustainable growth is possible when your brand is at the forefront of your in-market activity.
Peter Wills - Kilchoman Distillery
Peter Wills has been the Sales and Marketing Manager at Kilchoman Distillery for 10 years since the first Single Malt was released. Originally working in the domestic market before taking on responsibility for growing and developing the brand in over 55 markets around the world.
Thorranze Cheung – RED UNIT
Thorranze Cheung Red Unit’s Founder and Creative Director is highly experienced in supporting western brands and government organisations in the Chinese market. Originally graduating with a BA in advertising from Jinan University before completing a MA, in Graphic Design from the University of Edinburgh. Thorranze has gone on to work at world-leading agencies in the Chinese market such as Dentsu and McCann Erickson as well as global media giant Sony Entertainment. In 2016 Thorranze furthered his passion for creativity and supporting western brands in China, setting up his own agency RED UNIT and has since seen great success public, retail and food and drink sectors across the UK.
Cameron Coutts - RED UNIT
Cameron is the Strategic Partner at Red Unit and looks after client interests in the market. Cameron has a particular interest in working with brands to understand their objectives and ensure that project outcomes are in line with client expectations.