Jerome Canovas

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Jerome graduated from one of the top business schools in France, ESC Montpellier. His love and passion for martial arts (he holds a black belt and first degree in Viet Vo Dao) as well as Chinese philosophy naturally led him to China where he has lived and worked for almost 5 years. After the successful launch of a premium absinthe brand named Versinthe in China, he was recruited by Solid Vodka as their brand manager and quickly got promoted to Marketing director.

Since then he has lead the marketing strategy of the company, focusing on the quality of the product and the lifestyle of the brand. For him, marketing takes place throughout the whole company and not only in the marketing department. From the smile of the receptionist to the way the Brand Ambassadors introduce themselves, marketing is everywhere, which is why he likes to involve employees from different departments into his weekly Brainstorming sessions. This strategy has proved to be successful with Solid Vodka now present in 20 cities across China.

Luxury Marketing in China

Enter the world of luxury marketing in China. See the concepts and strategies behind luxury marketing in China driven by some of the top business leaders in this field. We take a look at China's rise in luxury spending, ranging from fashion, jewelry and mobile phones to cars, hotels and furniture. With trendy flagship stores opening around China, we find out how this continuing trend impacts Chinese marketing, advertising economics and consumer behavior.

Host: Clare Cheng - Founder/CEO, 4IN Group

Born and raised in Hsinchu, Taiwan, Clare Cheng has lived and worked in New York City, Taipei & China and is now based in Shanghai, where she contributes more than 16 years of international branding and integrated marketing experience to both local and international clients.
After starting her advertising career at LLT in NYC in 1993 (key clients including MCI, Citibank, and New York Life), Ms. Cheng decided to return to her motherland in 1995, joining Ogilvy Advertising Taipei. She was then the Head of Brand Marketing Communication for Tower Records, Hachette Filipacchi, TVBS, and California Fitness center in Taiwan. In 2003, she moved to China to found the 4 IN GROUP- Brand Consulting.
Cheng specializes in creative branding and integrated marketing/PR programs, assisting multinational companies with their entry into Asia as well as assisting local brands with market launches, and has been acclaimed by major media in Taiwan, China & overseas as one of the leading creative brand marketing specialists in Asia. She is also a frequent speaker at Branding/ PR conference in China.