Details

  • Date: Monday, 26 April 2021
  • Time: 18:00-19:00
  • Venue: HS436

Abstract

To answer this complex question, we shall start by discussing the concept of macrosocial trends and introducing two of them, labelled “Gender Beyond Gender” and “Local Pride”. We shall also have a look at some recent studies on retail in China, to understand some key specificities of the Chinese market. Three case histories will be presented: communication projects that Angelini Design carried out in 2020. The discussion will be organised into three “areas”: Human Being, Glocalisation, and Gen Me. In relation to the first area, the case history of Good Good Starbucks will be presented; for the second area, the case of Disneyland Shanghai Annual Pass will be discussed; and for the third area, the case of GGDB Lab will be introduced. The main point of this talk is that no matter which product, service, or idea we may have to innovate, we must always start from analysing the people. In any communication project, people come first and people come last.

Speaker

Elisabetta Aliverti, MA in Economics and MBA in Communication and Marketing, has worked for 15 years as marketing and communication manager in Italy and at Siemens, Wella, Burger King, Autogrill/ HMSHost Food and Retail, and Coca-Cola, in different capacities. Since she moved to Asia in 2005, she pursued a career as a consultant specialising in luxury for the fashion and design market. Se has been for several years the general manager in Hong Kong first and in Shanghai later of Angelini Design, a global advertising agency. She is currently a lecturer at Donghua University and Istituto Marangoni School of Fashion Design and Art Shanghai, as well as a behavioural/business coach.