When Marketing in China, Create the First Mouse – Kevin Barry Coleman

Published on 2013-09-18

“THE SECOND MOUSE GETS THE CHEESE.” Nowhere is this more true than in China, where a culture that is risk adverse has grown, making new product launches all the more challenging. Kevin Barry Coleman therefore suggests that smart marketers create the ‘first mouse’.
Kevin has lived in China since 1987 and has over 19 years of on-the-ground advertising and marketing experience working with McCann Erickson, DDB Group and his own firm, Glas Advertising and Communications.
He has worked with and managed some of China’s biggest celebrities, including Gong Li, Zhang Ziyi, Fan Bingbing, Li Bingbing, Shu Qi, and Daniel Wu and has worked with some of the world’s biggest sporting and cultural events, including The 2008 Beijing Olympic Games, FIFI World Cup, Formula 1, WTA Tennis Masters, James Bond 007, New York Fashion Week, and Cannes.