Why Chinese like the same celebrities – Our article in Ad Age


Yesterday, Director of SMART@Resonance, Jerry Clode, published a new opinion piece with leading industry magazine Advertising Age.   In the piece, Jerry, discusses the current popularity of Lu Han, a young Chinese signer and entertainer.

Lu is appearing for multiple brands at the same time, often in close and adjacent categories.   In the article, Jerry explains why this level of celebrity saturation is more accepted, and considerations brands in China need to make, to ensure they best leverage celebrity partnerships.

Click here to read the full article

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About Author

Jerry Clode

Jerry Clode is Head of Digital & Social Insight at Resonance. He leads Resonance SMART, providing leading-edge research, strategy and naming for brands in China using bespoke methodologies. Jerry also produces Resonance's popular China Social Branding Report, a bi-weekly publication covering modern marketing methods of the world's top brands.

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