Creative China Workshop

International Trade Team 1-day workshop th

When? 15 July, 2009 10am – 4pm Where? High Barn Bardfield Centre Great Bardfield Braintree CM7 4SL Who should attend?

Decision-makers in the creative industry sector, including: new product development; advertising; software; design; publishing; fashion; architecture; urban design; arts; computer games.

Price: £50 + VAT To book a place, please visit

http://www.essexinternational.org/i nternational-trade/ or contact Peter Manning Head of International Trade 01245 434402 peter.manning@essex.gov.uk

Selling innovation, design and creativity in China Are you missing an opportunity to develop new business in the world’s fastest growing market?

Some powerful economic trends are providing greater opportunities for British businesses to sell their unique expertise and respected reputation in creativity, innovation and design in a wide range of market sectors.

• • •

China’s growing and increasingly wealthy population is constantly hungry for new and better products and services Chinese businesses require help in adapting their offerings and communications to suit international markets The biggest rural-to-urban migration ever known is creating demand for the redevelopment of more attractive, functional and sustainable cities

But to win business in China you will need to know: • what types of creative services will sell in China • where and how to find customers and reliable business partners • how to negotiate the cultural hurdles and business practices to build profitable partnerships “Creative Collaborations for China” is a unique one-day workshop exclusively developed for Essex businesses by Arts & Business and Essex County Council. It combines experts who have helped major UK and multinational businesses stimulate their innovative thinking together with seasoned China business consultants with a strong track record of helping British firms in the creative industries win new business in China.

The sessions will cover: • Insights into the creative industry sector in China • Identifying your businesses’ USP in the China market context • Generating new products ideas for China • Strategies and tactic issues related to Doing business in China • Planning your first step into the market

International Trade Team Other Events organised by ECC: 10th Essex Trade Mission to China rd th From 23 to 27 November 2009

Benefits At the end of an invigorating and intensive day, participants will: • Understand the characteristics of the Chinese market in the creative sector: what sells; the regulatory barriers; geographical differences and key markets drivers • Gain insights about how your own business might compete in China • Know which essential cultural rules must be followed to develop a successful business relationship in China • Learned through case studies how other UK businesses in the creative sector have entered the Chinese market • Have formed potentially lasting business relationships and collaborations with the other Essex business participants

The Workshop Team Facilitators Gary Pope Gary has led development projects for some of the world’s most successful family brands including CBBC, Cartoon Network, GlaxoSmithKline, Unilever, Disney Consumer Products and American Greetings.

He also understands the needs of smaller businesses seeking to establish themselves in a foreign country, being a founding partner of Kids Industries, the world’s leading family marketing consultancy.

Gary is a keynote speaker and facilitator of new thinking at conferences and seminars throughout the world including LIMA, Mipcom Jr and The KidScreen Summit as well as at domestic conferences and child centred events.

Howard Karloff Twelve years working with Lively Arts, Just Add Water and Purple Monster creating bespoke events around Leadership, Change Management, Creativity and Innovation and Safety Culture for companies such as Diageo, Dell, The Royal Bank of Scotland, CIS Insurance, Sainsbury's, Fujitsu, Deloitte, Tesco and BP.

Saul Jaffe Saul is an actor, writer, storyteller and business facilitator who includes in his skill set his practitioner training in the oriental health system, shiatsu.

For the best part of 10 years now he has worked within the corporate sector.

His strong creative flair and ability to respond to a wide range of challenges from clients has made him a unique asset to a number of agencies including UpStage, Lively Arts, Just Add Water, Kids Industries and Purple Monster Training. He has enjoyed a number of different roles within these agencies, from developing and supplying concept, writing creative content, developing bespoke client training programmes, to leading and facilitating sessions.

Clients have included: Lakeland, McDonald’s, Sainsbury’s, Guinness, Hasbro, GSK, Sage, Marsh, Zurich, Ernst & Young, PWC, MediaCom, Associated Press.

Arts & Business Arts & Business sparks new partnerships between commerce and culture. It connects companies and individuals to cultural organisations and provides the expertise and insight for them to prosper together.

China Creative Industry Experts Dai Yifei Yifei has dedicated 9 years of her business life in working across cultures, having advised companies especially in the creative industry sector and successfully helped them with business research, market entry, public relations and business development at both a strategic and implementation level.

As a native Chinese, she fully understands the Chinese business culture and what Chinese business and consumers are looking for. With her experience in living and working abroad, she has developed extensive skills in effectively communicating across business cultures, which she believes is ultimately the key to International business success.

Her recent projects include advising UK companies on market entry strategy into China, helping Chinese companies with brand building in the UK, and strategic communication with UK clients and suppliers.

Ken Grant Ken has established, managed and trained direct and indirect distribution organisations across the globe and is very familiar with working across cultural boundaries.

He specialises in helping businesses localise their communications to suit the export market they are addressing and is very experienced at developing business relationships across cultures.

His experience in China spans 20 years, where he has developed a thorough understanding of the social and business culture, and has a good network of contacts in the government and business sectors. Most recently Ken has set up a number of offices, and employed business development staff in China to assist UK organisations to access this huge and growing market.

He speaks conversational Mandarin Chinese.