CampaignTV: Richemont's Nicolas Brindjonc on creating awareness in China

According to Brindjonc, major influences on the company's marketing strategy to date has been to think globally and act locally, reach clients individually and speak to them globally.

Richemont is increasingly focusing on private conversations with clients while at the same time sending them a global message. He mentions private dinners and parties where luxury people can meet exclusively.

He adds they have stopped trying to focus on and reach everybody.

When asked about new technological developments impacting the business, Brindjonc explained that digital currently represents three per cent of their investment, up from two per cent last year. He says that despite it not being the most important in luxury, which historically focuses on traditional marketing, they are increasingly active in this area, including social media, mobile, viral and the i-phenomenon. 

“Social media is very difficult to control," he said.

Speaking of important markets in 2011, Brindjonc laughs when he says, “I’m not very original when I say China.”

He adds that its not only about China, but the Chinese people. They represent 40 per cent of clients in the worldwide luxury business, similar to the Japanese people five or ten years ago.

Chinese people travel a lot so the brand has to focus on all countries, a good mix of Chinese and Western people, he goes on to say.

He also mentions Korea as a good market over the next year.

Brindjonc identifies the three areas of awareness, recognition and image when asked about his media approach for developing vs. emerging markets. 

In mature markets where awareness and recognition exists, you have to work on your image, he says. In China or emerging markets, people do not know the brand so you have to work on the awareness. He adds this is the reason China is one of the most expensive markets in terms of communication.

“Everybody wants to invest.”

"To establish awareness, I need to show how powerful I am, I exist, I have a real history."

Catch Aegis Media's Nick Waters and Yahoo's Rose Tsou discussing the changing media landscape and plans in 2011 as the series continues to unfold over the next two weeks.

Click here to watch the first interview in the series with Citibank's Francesco Lagutaine.