Client and agency, P&G and Grey, on how to learn from the future

The session at the Asian Marketing Effectiveness (AME) Festival saw Riccardi and Beretta speak of the challenges inherent in building and marketing brands in China. In the market, they said past experience is not indicative of the future, where business models have a short life span; where new consumers, shoppers and retail environments emerge and develop every day; and where new generations switch off their television sets, avoid supermarkets and other familiar things from the past.

Riccardi and Beretta spoke of how it's a world where new generations switch off television, and avoid hypermarkets and all those familiar things that we have grown up with.

Riccardi explained that China is totally different from other markets. She said: "China is big enough that everyone can make business and money there, but very few can make a difference".

She added: "We have to reset the time frame in China. Here the future is 'today is tomorrow' whereas in the West it’s three to five years".

Grey has been on P&G's roster since 1956. In Asia, the pair has worked together since 1971 on brands including Pantene and Pringles.

The AMEs is now in its eighth year and hailed as the region’s premier recognition of excellence in marketing effectiveness.