Upcoming Events

New South Wales

Sydney: Western Perception Vs. the China Reality- What You Need to Know About Marketing in China

29 April 2015

Offices of King & Wood Mallesons, Level 61, Governor Philip Tower, Sydney, NSW, 2000

China is a market where the opportunity to tap into a mass market is exciting and intoxicating. Yet behind the mouth-watering statistics, the reality is that success in China requires more than just replicating western marketing methods.


Join us for a thought-provoking and enlightening forum and Q&A with marketing experts who have helped western brands successfully connect with Chinese audiences: 


·      Guy Parsonage, CEO of HK creative agency, Fluid

·      Adrienne Bateup Carlson, CEO of communications agency Protocol,

·      Scott Bouvier, Senior Partner-International IP, King & Wood Mallesons

·      Gavin Heaton, Futurist and thought leaders


Hear why:


·      Treating China as one big market can waste time and money

·      Knowing exactly who you’re selling to, and what drives them, is critical

·      Consumer insights and segmentation are your most valuable tool

·      Western marketing won’t always work with Chinese consumers

·      Opinion and testimonials are worth their weight in gold 

·      Protecting your point of difference is vital


Date: Wednesday 29 April 2015

Time: 12:15pm for 12:30pm start to 2:30pm

Cost: Members: $33 (GST incl.)

           Non-members: $55 (GST incl.)

Address: Offices of King & Wood Mallesons, Level 61, Governor Philip Tower, Sydney, NSW, 2000

A buffet lunch will be served.

 Places are strictly limited.

Adrienne Bateup-Carlson

CEO, Protocol Global Consulting

Adrienne is a global marketer with deep Asian experience and a reputation for excellence in strategic thinking and relationship building. She has a broad understanding of the challenges and opportunities for business to engage successfully in China, and the ability to build collaboration and lead the delivery of complex multi-disciplinary projects.

In addition to senior roles in multinational agencies, Adrienne was founding partner of Brand by Voice, acquired by Imagination in 2006, and has delivered significant projects in Hong Kong, PRC, Singapore, Japan and South Korea. Her experience spans key sectors of the global economy and world leading brands: Vodafone. Huawei. HSBC. Samsung. Nike. Qantas. Singapore Government, Beijing Government. MasterCard. Haier. Shanghai Tower. China Mobile. Tourism New Zealand

Adrienne is currently co-authoring a new book on doing business in China.


Guy Parsonage

CEO, Fluid

Guy is CEO of fluid in Hong Kong, providing executive leadership across the business with a keen focus on client relationships. Guy is a big believer in driving meaningful change through integrated marketing built on solid brand strategy. He has led the agency to tremendous growth since arriving in June 2013 by providing strategic direction and acting as a key driver for new business. His background spans a wide range of client businesses including finance, property, pharmaceuticals, fashion, luxury and more.

Guy oversees the delivery of each project, motivating and influencing new tactics and strategies for both current and potential projects.  He strives to push himself and others to get the most out of every situation. Guy is currently studying an MBA with Macquarie Graduate School of Management.


Scott Bouvier

Partner, King & Wood Mallesons

Scott advises on commercial dealings and disputes involving intellectual property and technology and he has a particular interest in brands and consumer goods, food, agriculture and clean energy in Australia and China.   Scott is co-lead of the firm’s Agribusiness & Food team, and  an editor of AgriThinking, the firm’s publication on legal and regulatory issues in the industry.  Scott is recognised as one of the “World's Leading Patent and Technology Transfer Licensing Lawyers” and “World’s Leading Trade Mark Professionals” by Intellectual Asset Management magazine.

Scott's trade mark expertise led to “NEW” being registered as a trade mark for beer and images of the Sydney Opera House being registered in recognition of its global iconic status.  Scott acted for Lion in the first High Court case involving the Trade Marks Act 1995 (the Barefoot Radler case) and he recently defended CSIRO against the opposition by Cisco Systems to CSIRO’s new logo.

Gavin Heaton

Respected digital strategist and advisor

Gavin has extensive international experience in driving measurable outcomes via digital customer experience platforms, digital strategy and innovative content driven campaigns. With a background in enterprise technology innovation, digital strategy and customer engagement, Gavin connects the dots between disruptive technologies, enterprise governance and business leaders.

Gavin has led new venture startups for organisations like PwC, developed digital strategy and execution for global brands at agency and client level, and was an analyst in digital transformation for award winning analyst and advisory firm, Constellation Research.

He is the founder of the Disruptor’s Handbook – an un-Agency that brings startup culture to the challenge of digital transformation and works with clients to help them see opportunity in disruptive technologies and business models.