Establishment of the International Communication Committee of CAA

  • 14-July-2023

On June 27, 2023, the International Communication Committee of the China Advertising Association (CAA) was officially established in Beijing. With a mission to "empower the internationalization of Chinese brands and tell the Chinese story," the International Communication Committee aims to assist Chinese enterprises in upgrading their industries and brands through various measures, providing a collaborative platform for the internationalization of Chinese brands.

Zhang Guohua, the President of the China Advertising Association and Global Vice Chairman of the International Advertising Association, delivered the opening speech. Chinese enterprises need to enhance their understanding of the marketing dynamics in overseas markets. We still have a long way to go in terms of brand education and brand communication in international markets. The theoretical innovation and practical exploration of international brand communication for Chinese brands are important topics in this era.

Lu Wenlong, the Executive Director of the International Communication Committee, outlined the committee's five core tasks: first, publishing the Internationalization Index and White Papers; second, organizing internationalization summits; third, establishing industry awards for brand internationalization; fourth, preparing for the establishment of a national brand research institute; and fifth, creating a platform for industry exchange and cooperation. The committee will invite global advertising elites and leaders to jointly explore the latest trends and developments in advertising creativity, technology, and marketing, injecting new vitality and impetus into the development of Chinese brand internationalization.

Mr. Zhao Liang has been appointed as the Director of the North America Liaison Office of the International Communication Committee. Mr. Zhao Liang is the Chief Risk Officer of the NASDAQ-listed company BlueCtiy and an experienced ESG expert. He has been dedicated to compliance, data security, and the 2SLGBTQ+ community in multinational corporations for many years. He also founded Knock Global Capital, providing ESG, data security, and compliance services to enterprises.

Mr. Zhao Liang emphasized the vast and diverse North American market, which presents both opportunities and challenges. Here, brand image and reputation are valued, and transparency, sustainability, and social responsibility are emphasized. By gaining in-depth understanding of local culture, customs, and consumer behavior, Chinese brands can win consumers' favor through clever localization strategies and market positioning, meeting their demands for quality, innovation, and personalization. The North American market also offers abundant collaboration opportunities to work with local businesses and innovative teams for mutually beneficial development. Whether it is product innovation, brand building, or marketing, the North American market will serve as an important springboard for Chinese brands to enter the global stage.

In the future, Chinese brand enterprises need to further enhance their brand image and influence in the international market, requiring more international professionals and access to high-quality resources. The establishment of the International Communication Committee of the China Advertising Association signifies a solid step forward for Chinese brands in their internationalization journey. The committee will continue to serve as a bridge and link, injecting new vitality and capabilities into the international development of Chinese enterprise brands.


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