Upcoming Events

New South Wales

Sydney: Getting your brand 'China ready'

20 March 2018

Event Details

Date: Tuesday, 20 March 2018
Time: 12:00pm arrival for 12:30pm start to 2:00pm
Venue: ShineWing Australia, 8/167 Macquarie St, Sydney, NSW 2000
Format: Seminar/Workshop Format
Price: Members complimentary; non-members $44 (+GST & processing fees) - places limited to 50
*As spots are limited, for members, we can only accommodate one spot per company. 
Andrew Kuiler, CEO, The Silk Initiative and Michael Barrett, Global Insights Director, Campbell Arnotts

Event Overview

Andrew Kuiler, CEO of Shanghai based brand consultancy The Silk Initiative, will provide a detailed review of the practical frameworks and step by step guides of what it takes for brands looking to grow their footprint in China and Asia. This hands-on seminar, based on real case studies, will show the steps companies need to take in order to succeed in China (and Asia) when it comes to building effective brand, product, pack and communication strategies. This is the first time, TSI has provided an insider-look at what really goes into brand owner efforts to move from a tactical sales and distribution mindset to a strategic marketing and brand management mindset to ensure sustainable growth in this complex region”

Joining Andrew will be Michael Barrett, Global Insights Director, Campbell Arnotts to talk about what went into their journey in bringing the famous Tim Tams brand into China over the course of the last few years. Michael has been a key strategic client of TSI’s having partnered on a number of engagements across Campbell’s portfolio in China during the last 3 years – namely the launch of Tim Tams in 2017. Michael will be sharing the journey the business took with TSI leading up to a successful launch in China so that other brand owners can learn from these experiences and think about how to best facilitate their own brand journey’s into other markets.

Why attend

  • Introduction to new frameworks designed to win in China when it comes to building effective China brand strategies. Move out of a sales and distribution mindset.
  • Case study learnings of brand success stories, including the Tim Tams story from a Campbell’s Arnott’s Director himself!
  • How to facilitate the right internal discussions to get cross functional support against China brand development and strategy needs

Who Should Attend

  • Companies who market products to Chinese consumer including
  • Consumer packaged goods (FMCG), food and beverage brands
  • Agricultural products owners who are looking to build value-add brands for the China market

Speaker Bios

Andrew Kuiler, CEO, The Silk Initiative

Andrew is founder and CEO of The Silk Initiative (TSI), an insights-driven brand consultancy giving packaged food and beverage brands the strategic direction they need to understand, enter and prosper within the Chinese market. Armed with the perfect combination of insight, strategy, innovation, and design, TSI bridges the gap between brands and consumers in China. By leveraging their expertise in the food and beverage industry to dispel the mysteries of the Chinese consumer, they're here to ensure that their client's brand will thrive. 

TSI provides brand strategy consulting from determining new market opportunities and positioning strategy, brand development, product innovation, pack and key activation visual design, launch agency selection, launch preparation and in-market monitoring. 

TSI's clients include Campbell’s, PepsiCo, Unilever, General Mills, Pizza Hut, Arla, Tyson, Mars Wrigley, Vita Coco and McCain including many Australian, New Zealand and UK brands.  All brand strategies are based on extensive consumer understanding, using world-class research techniques by their expert team based in Shanghai and the United States.

Michael Barrett, Global Insights Director, Campbell’s Arnott’s

Michael is Sydney based with a 25 year international working history across both brand strategy and consumer insights roles across snacking and beer brands.  In the past, Michael has worked across both insights and marketing roles for the likes of Kimberly Clark, Nestle, Frito Lay and Carlsberg. Michael now plays a global leadership role for Campbell’s Arnott’s when it comes to looking for opportunities in exciting expansion markets. Michael’s strong experience in consumer insight and marketing roles have provided the perfect blend of necessary skills to ensure the brands he works on achieve sustainable success in the new markets they are pursuing.

ACBC NSW Seminar Events

Seminar events feature knowledgeable, China-experienced guest speakers from our member organizations and broader network.  These events are designed to keep members informed and up-to-date on changing Chinese market trends and issues affecting business. Typically these seminar events are developed in collaboration with an ACBC member partner, of whom will also provide a hosting venue. These events are attended by between 40-80pax (venue dependent).