Neil Hardwick

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In this Luxury Marketing segment, we speak to Neil Hardwick. With vast experience in the fields of marketing and entertainment, he compares and contrasts marketing strategies used across Asia and internationally. Hardwick shares with us his advice to related companies wanting to enter China and how a business leader in the field can best understand exactly where they and within the luxury market. How do individuals identify with the concept of 'luxury' today? To what extent does Hardwick believe luxury to be a personal choice or 'following the herd'? Tune into this iTV-Asia interview to find out more.

Neil Hardwick is currently the CEO at marketing and advertising company WVI. He has been based in China for nine years and has gained tremendous business experience in the fields of both marketing and entertainment.

For the last year and six months, Neil Hardwick was the CEO of Attica Group in Shanghai. Attica is an entertainment conglomerate of nightclub, restaurant and bar features. Attica Shanghai was one of the most stunning and renowned bars and restaurants in Shanghai's exciting nightlife scene on the Bund.

Prior to this position he was, for three years, the CEO and VP Asia Pacific at Publicis China, an advertising and marketing company of 10,000 or more employees. Publicis is based in Shanghai but Mr Hardwick had the opportunity to work all over China during his tenure here. Major clients of Publicis include Cadbury, Hewlett Packard, Carrefour and L'Oreal.

Before his position at Publicis, Hardwick was the CEO of Saatchi & Saatchi based in Taiwan. Saatchi & Saatchi is also in the media and entertainment industry and he worked here for five years between 1995 and 2000.

Neil attended The University OF Glasgow from 1983 to 1984, and studied Geography at the University of Cambridge from 1979 to 1983.

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.