The agency model isn’t just unraveling — it’s turning into a navy full of pirates. As holding companies consolidate century-old brands, AI accelerates production, and CMOs prioritize short-term numbers over long-term brand building, the industry is entering its most radical reinvention yet. The ships are getting bigger… but the real action is happening on the pirate boats circling them. To unpack what this means for creativity, talent, and the future of agencies, we’re joined by David Mayo — veteran strategist, former WPP leader, founder of ADNA/NADA, and long-time provocateur behind some of the industry’s most iconic brand transformations. David’s mantra, “Think like the Navy, act like the pirates,” becomes a lens for everything we discuss. This conversation cuts past nostalgia and into what’s actually changing — how consolidation alters creativity, why small senior “pirate crews” may beat giant fleets, where AI elevates (and flattens) taste, and why brave clients still make the bravest work. This isn’t about mourning the old model — it’s a blueprint for how pirates and navies will coexist in what comes next. 1. Where did this mantra come from, and what does it really mean for how agencies should operate? 2. Has efficiency quietly become the enemy of originality? 3. In consolidation, what are CMOs really buying — governance, speed, convenience, or safety? 4. What gets lost when rosters shrink and risk disappears? 5. Are century-old creative agencies closing because of economics, structure, or culture? 6. Are today’s brands less emotional and more functional — and is that a permanent consumer shift? 7. In markets like China, where consumers hop between thousands of product options, does traditional brand building still matter? 8. How do challenger products (like black toothpaste with gold) disrupt giants such as Colgate — and why do big brands often miss these trends? 9. Will creative differentiation increasingly come from influencers rather than brands themselves? 10. Are small, senior “boutique crews” better positioned than holding companies to deliver breakthrough work? 11. What type of senior leaders are thriving right now — and what skill sets are actually evolving? 12. How will in-house studios, AI tools, and brand-side agency veterans reshape the future creative ecosystem? 13. Are we moving toward generalists powered by AI, or specialists supported by AI? 14. Is the “Uberization” of agencies — on-demand teams assembled per brief — a viable future model? 15. How should marketers think about risk, creativity, and the narrowing “corridors of freedom”? 16. Why do brave marketers still create the best work — and how can today’s CMOs champion creativity amid shrinking timelines and rising pressure? David Mayo on Linkedin: www.linkedin.com Buy David's Book, "Raw: Persuasive Creativity in Asia": a.co Donate to Shanghaizhan: www.patreon.com For everything ShanghaiZhan: zhanstation.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

Research from NYU Stern professor Suzy Welch shows that only 2% of Generation Z possess the core values that hiring managers value most: achievement, learning, and an "unbridled desire to work." Instead, Gen Z emphasizes self-care, authentic self-expression, and helping others—a values mismatch that Welch suggests could "reshape the future of work." However, this clash of generational values occurs at a critical moment for advertising: AI tools are replacing the entry-level roles that once served as the industry's training ground, while agencies claim they desperately need young talent for cultural insights and fresh perspectives. To help us understand this paradox, we're joined by Shane McEwen, Global Talent Acquisition Director at Stagwell—one of the challenger holding companies actively reimagining what a modern agency network looks like. With over 15 years of experience building teams across technology, media, and advertising sectors, Shane is at the center of this generational showdown. At Stagwell, he's responsible for attracting and developing talent across their portfolio of modern marketing agencies, from Assembly to 72andSunny. 1. How has your China experience impact your career now in New York? 2. Are we misunderstanding Gen Z or are they misunderstanding us? 3. How do you establish a corporate culture when everyone is remote working? 4. What about going to clients? How do you establish connections with clients? 5. How do you get feedback from different teams and agencies? 6. How do you keep that junior/senior mentorship that's fundamental to agency culture? 7. Which of the interns will you end up hiring for full-time gigs? 8. How do you maintain the passion after the first 2-year "honeymoon period"? 9. What do you see the skills changing now that the AI is in play? 10. What about displaced senior talent? How can they stay in the industry? 11. Are ad agencies confining themselves to a small part of the marketing mix? 12. Any advice for educators? Shane on LinkedIn: www.linkedin.com About Stagwell: www.stagwellglobal.com Donate to Shanghaizhan: patreon.com For everything ShanghaiZhan: zhanstation.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

The advertising industry's talent crisis isn't coming—it's here. As AI automates junior roles, consolidation eliminates mid-level positions, and holding companies restructure at unprecedented speed, professionals at every level are asking: what's next? We're joined by Jean-Michel Wu, a two-decade talent expert who has held leadership roles at creative and media agencies, including WPP, IPG, and beyond. Now the founder of Tripitakka Consulting, he coaches individuals and organizations navigating this transformation. This conversation isn't about doom-scrolling the industry's decline—it's about the practical shifts happening right now and how to position yourself for what comes next. 1. What shift in the talent market are agencies not seeing yet—and why do talent people see trends before the headlines? 2. Publicis restructured dramatically a decade ago. Were they right to move fast, and what can we learn from that now? 3. What type of senior leaders are successfully evolving their skill sets, and what are they doing differently? 4. From entry-level to executive—what's the one skill that matters most in this new landscape? 5. Are we moving toward generalist roles powered by AI, or specialist experts with AI support? 6. How does the consulting model compare to agencies when it comes to talent structure and compensation? 7. What's the fundamental role of talent management in 2025—and how must it change? 8. Why is psychological safety suddenly a talent function priority? 9. If clients change how they pay agencies, will that finally force the "one P&L" issue? 10. You coach people who've been laid off. What limiting beliefs do you encounter, and how do they break through? 11. The fractional/consulting life—is it actually viable, or just a nice story we tell ourselves? 12. What advice do you have for entry-level professionals when agencies don't know what to do with them anymore? About Tripitakka: www.tripitakka.com Jean-Michel on LinkedIn: www.linkedin.com For everything ShanghaiZhan: zhanstation.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

如果我们要从零开始建立一家新的代理公司，它今天会是什么样子？ 关于代理商网络模式衰落的新闻层出不穷。在一个由人工智能颠覆、平台主导以及传统控股结构崩塌所定义的格局中，代理公司正被迫迅速重塑自我。 我们很荣幸邀请到我们的好朋友 Jacco ter Schegget 担任董事级顾问和咨询师。他曾担任阳狮集团（比荷卢地区）首席执行官、JWT 亚洲首席执行官，并在 2014 至 2017 年期间担任奥美互动中国区总裁，是我们在中国的同事。本期节目不是怀旧，而是提供关于如何前进的务实思路。 1. 除了人工智能之外，您认为当今塑造营销代理公司未来的最大力量是什么？ 2. 这些变化完全是技术驱动的吗？还是传统的组织结构也会产生影响？ 3. 一个统一的损益表（P&L）是否意味着高层将被裁撤，还是可以更有效地管理？ 4. 代理公司最初为什么会变得如此庞大？ 5. 代理公司衰落与其战略价值丧失之间是否存在关联？ 6. 如果您今天要用自己的资金从零开始建立一个营销服务平台，它会是什么样子？ 7. 鉴于新的 OEM 制造模式的简化趋势，我们是否会看到服务被大幅精简？ 8. 在新的代理公司模式中，您认为策略师的角色在哪里？ 9. 创意领导者的角色又是什么？ 10. 如果人工智能取代了初级执行人员，他们的出路在哪里？新的代理公司是否只会由高层人员组成？ 11. 对于想进入新型代理公司的年轻人，我们应该教给他们什么？ 12. 在新的模式中，您会保留和舍弃旧模式中的哪些部分？ Jacco on LinkedIn:www.linkedin.com About Jacco: hanare.nl For everything ShanghaiZhan: zhanstation.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

在KOL经济中，KOL超越推广其他品牌并创建自己的品牌变得越来越普遍。这其中存在几个挑战。产品质量可能会适得其反；产品本身可能不合适。考虑到产品销售和KOL声誉的风险，KOL品牌值得投资吗？ 我们邀请到了Socially Powerful全球首席执行官Majid Bahi博士。Socially Powerful是一家全球获奖的、以社交为先的营销机构，由技术和创意驱动。该机构成立于2017年，业务遍及英国、美国、欧洲、阿联酋和中国。Majid拥有生物电子学博士学位。 1. 1. Majid的历程 & Harry Styles的情趣用品品牌 2. 2. KOL如何处理敏感话题？找到一个形象完美无瑕的人来代表你的品牌是否至关重要？ 3. 3. 你认为品牌/代理商在创建有效KOL营销方面仍在哪些地方失败？ 4. 4. 对于那些可能仍不了解KOL营销力量的知名KOL，我们如何管理期望？ 5. 5. KOL何时决定推出自己的品牌？ 6. 6. 什么样的洞察过程帮助KOL决定进入品牌业务？ 7. 7. 小众品牌真的能与拥有庞大研发部门的大公司竞争吗？ 8. 8. 你对合成或虚拟KOL的观点是什么？这是否与真实性冲突？ 9. 9. 你认为中国在观察全球趋势方面仍然重要吗？ 10. 10. 你对那些想成为KOL的人有什么建议？ About Majid:www.linkedin.com About Socially Powerful: sociallypowerful.com For everything ShanghaiZhan: zhanstation.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

Special treat this week! We're sharing an interview Bryce made with Wenchi Yu on Perspectives. Subscribe to Perspectives: podcasts.apple.com Bryce on Linkedin: www.linkedin.com Wenchi Yu on Linkedin: www.linkedin.com "Selling to China" Book: a.co Host Wenchi Yu speaks with Bryce Whitwam, a seasoned marketing professional with extensive experience in Asia, including 17 years in China, where he led major advertising agencies and founded his own. Bryce highlights the "seismic shift" in marketing and consumer behavior brought about by the rise of multifunctional digital platforms such as WeChat, Taobao, Douyin, and Xiaohongshu (also known as Red Note). The conversation also covers the rise of Chinese domestic brands, a phenomenon known as "Guo Chao 国潮," like Luckin Coffee, which have challenged foreign brands such as Starbucks. Whitwam argues that while consumers may sometimes boycott foreign brands like H&M for nationalistic reasons, they generally base their purchasing decisions on product quality and trust. Despite tariffs and the closure of the "de minimis" loophole, Whitwam predicts an increase in direct-to-consumer sales from Chinese manufacturers to the U.S.. He views these tariffs as a "failed policy" that will lead to higher prices for consumers. Bryce Whitwam contributed a chapter, MARKETING AND SOCIAL MEDIA: Staying Ahead of the Most Dynamic Market on Earth, for Ker Gibbs' Selling to China: Stories of Success, Failure, and Constant Change. Bryce Whitwam is also a co-host of ShanghaiZhan, a podcast about all things China marketing, advertising, tech and platforms. 00:00 The Digital Revolution in China 02:46 Bryce's Journey in Marketing and Advertising 05:40 E-commerce and Social Commerce Transformation 08:38 The Shift in Advertising Strategies 11:40 The Rise of Short-Form Video and Influencer Marketing 14:32 Understanding Chinese Social Media Platforms 17:42 The Impact of Domestic Brands and Guo Chao 20:08 Navigating Geopolitical Tensions and Consumer Preferences 23:12 The Future of US-China Business Relations 25:43 Conclusion: The Competitive Landscape Ahead Host Wenchi Yu speaks with Bryce Whitwam, a seasoned marketing professional with extensive experience in Asia, including 17 years in China, where he led major advertising agencies and founded his own. Bryce highlights the "seismic shift" in marketing and consumer behavior brought about by the rise of multifunctional digital platforms such as WeChat, Taobao, Douyin, and Xiaohongshu (also known as Red Note). The conversation also covers the rise of Chinese domestic brands, a phenomenon known as "Guo Chao 国潮," like Luckin Coffee, which have challenged foreign brands such as Starbucks. Whitwam argues that while consumers may sometimes boycott foreign brands like H&M for nationalistic reasons, they generally base their purchasing decisions on product quality and trust. Despite tariffs and the closure of the "de minimis" loophole, Whitwam predicts an increase in direct-to-consumer sales from Chinese manufacturers to the U.S.. He views these tariffs as a "failed policy" that will lead to higher prices for consumers. Bryce Whitwam contributed a chapter, MARKETING AND SOCIAL MEDIA: Staying Ahead of the Most Dynamic Market on Earth, for Ker Gibbs' Selling to China: Stories of Success, Failure, and Constant Change. Bryce Whitwam is also a co-host of ShanghaiZhan, a podcast about all things China marketing, advertising, tech and platforms. 00:00 The Digital Revolution in China 02:46 Bryce's Journey in Marketing and Advertising 05:40 E-commerce and Social Commerce Transformation 08:38 The Shift in Advertising Strategies 11:40 The Rise of Short-Form Video and Influencer Marketing 14:32 Understanding Chinese Social Media Platforms 17:42 The Impact of Domestic Brands and Guo Chao 20:08 Navigating Geopolitical Tensions and Consumer Preferences 23:12 The Future of US-China Business Relations 25:43 Conclusion: The Competitive Landscape Ahead

Has agency consolidation begun to backfire? The media agency is undergoing a massive transformation as holding companies consolidate their operations & rebrand around unified entities. What does this seismic shift mean for the future of the industry? Will the industry's current path lead to better outcomes or just more cost-cutting? Is this the independent agency's big moment? Joining us is Mark Heap, Founder of Mark Heap Consulting. Mark advises businesses on growth strategy, organization transformation & leadership development. He's the former CEO of Mindshare in EMEA and Mediacom in APAC. He spent 10 years in China from 2003 to 2013 serving roles at PHD and Mindshare. 1. What's driving all the consolidation, and where will it lead? 2. Are the agencies losing client leaders, or should it be up to the local office? 3. Does this all have to do with AI implementation? 4. Has all this consolidation resulted in the loss of critical thinking and discourse? 5. Does this open the field up to independent agencies to shine? 6. Who is doing it right? Is there a good model? 7. Are we moving to a world where everything is small, nimble, and independent? 8. How do you reflect on your China experience? Has it helped you throughout your career? About Mark Heap Consulting: www.markheapconsulting.com Mark Heap on Linkedin: www.linkedin.com For everything ShanghaiZhan: zhanstation.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

China's business landscape in 2025 is unforgiving—consumer spending is down, competition is fiercer than ever, and companies face a brutal reality: adapt or die. The old playbooks aren't working, traditional marketing approaches are falling flat, and while everyone knows they need to change, most don't know what to do or how to do it. In this environment, the difference between companies that thrive and those that merely survive comes down to one thing: innovative leadership that can actually navigate the messy, uncomfortable process of transformation in real-time. Today, we're diving deep into what it takes to transition into your innovative superpowers with Nishtha Mehta, a sought-after international change facilitator and ICF PCC innovation coach who has been helping Fortune 500 companies and startups do exactly that for the past two decades from her base in Shanghai. 1. What have you observed about different cultural approaches to innovation? 2. What makes a successful transition from leader to innovative leader? 3. What triggers innovation? 4. How do you introduce innovation thinking to companies? 5. Introducing innovative change through melting, mounting, and mating 6. How much do you change or morph into someone else? 7. What goes about creating collaborations to impact innovation? 8. How can leaders effectively shed their existing responsibilities to avail themselves to innovation? 9. How resourceful do you need to be to embrace someone else's innovation? 10. How does the model work for a start-up? Start by envisioning failure. 11. Will fear of failure result in inaction? 12. Your phrase, "committing to uncomfortable" - Any advice for new jobbers? 13. Who inspires you? Nistha Mehta on LinkedIn: www.linkedin.com For everything ShanghaiZhan: zhanstation.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

Today’s episode delves into a facet of the China media business that everyone is aware of, but few are willing to discuss. Media corruption was so prevalent in the early days of the digital industry in 2010 that it became a competitive advantage for some companies. We all knew that it was big, but how big? We discovered this later, following the news about the GroupM scandal in 2023. Today’s guest goes by the pseudonym “F. B.” and is the author of the memoir, “Confessions of a Chinese American Swindler: My Rise, Fall, and Exile from the Cutthroat World of Chinese Advertising.” The book takes the readers deep into the heart of China’s media underworld, where ambition, opportunity, and moral compromise collide. 1. Please outline a typical media deal with rebates. What’s the role of the broker, and why do rebates exist? 2. What’s the business advantage of going through the brokers? Why not go through the agency? 3. Did it ever become counter-productive to growing the business? 4. Are there any cultural implications, or is it just inherent conflicts between global and local teams? 5. What’s the relationship between the media buyer and the corruption circles? 6. Has the industry transformed? Is it easier now that you can book directly on the platform? 7. Does media validation and data transparency impact the ability for corruption to exist? 8. What would take to get this to stop? It’s about financial auditing. 9. What if you booked the media directly on the platform? 10. Did you ever think you were over your head and might face jail time? 11. Have the agency networks tightened their processes and improved their operations? 12. Why did you write the book? 13. How did you reconcile your ethical limitations? The Book: www.amazon.com For everything ShanghaiZhan: zhanstation.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin:www.linkedin.com

How will AI impact marketing teams, agencies, and processes? While 85% of marketers report using AI tools, they struggle to integrate AI into the workplace. How can you make work? We’re joined by Pierre Berard, a former China hand and a senior marketing executive who’s led some of the world’s top luxury and consumer brands and is now the founder of alphabrand.ai. This new platform helps marketers work faster, smarter, and more creatively with AI. 1. What parts of marketing are most impacted by AI right now? 2. Is it the way that content is created? How will it impact work teams? 3. How will marketing teams prepare for the AI revolution? Is it more than just ChatGPT? 4. Should you bespoke build something or adapt an open standard? 5. How can people who will become accustomed to AI solutions have the critical skills to question results? 6. How do you create guidance that effectively manages the AI solution integration? 7. Do you need to create stop-points that integrate the human perspective? 8. Are people welcoming or fearing AI integration within marketing organizations? 9. Will there be a return of authentic experiences in marketing as people become overwhelmed with AI-generated communications? 10. What are some AI misconceptions in marketing teams? 11. Will small brands be more potent in an AI-integrated marketing world? 12. Will agencies eventually be replaced? What's the place for them? Pierre Berard on LinkedIn: www.linkedin.com About Alphabrand.ai: alphabrand.ai For everything ShanghaiZhan: zhanstation.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

How can brands visually connect with Chinese consumers? What cultural codes effectively resonate with consumers, leading to trial and purchase? Today, we speak with Panos Dimitropoulos, a seasoned semiotician and cultural strategy expert. Panos helps brands connect culturally in China. He spent over a decade in China, leading Kantar's cultural intelligence team and guiding clients through China's evolving symbolic landscape. He's also the founder of Two Words Agency. 1. What exactly is semiotics? Why should marketers care? 2. What does it mean to see cultural codes in daily life? How can strategists start training themselves to do this, or should they leave it to the experts? 3. Why are brands looking so similar? Is social media making an impact? 4. How influential is the format to semiotics? 5. Why are semiotic interpretations subject to context? 6. Has the Chinese cultural codified context changed or resurfaced over time? 7. How do semiotics work in bottom funnel communications? 8. Can you provide some cultural semiotic examples? 9. How can semiotics help Brand China export itself to the world? 10. How can one learn more about semiotics? 11. What's behind your agency name, "Two Words"? 12. What's the difference between brand anthropology and semiotics? 13. Can brands influence culture? 14. Is there a glimpse into the future of Brand China? 15. Any recommendations for BFAs who may be interested in semiotics? 16. What's the impact of AI on semiotics? Panos on LinkedIn: www.linkedin.com Two Words Agency: www.twowords.agency Read more about Semiotics: 1. Roland Barthes: "Image-Music Text" www.amazon.com 2. Jean Baudrillard: "Simulacra and Simulations" www.amazon.com 3. Walter Benjamin: "The Work of Art in the Age of Its Technological Reproductibilty" www.amazon.com For everything ShanghaiZhan: zhanstation.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

China has become a country obsessed with wellness. Over the past few episodes, we have had several guests highlight the growing importance of wellness, whether it relates to fitness or changes in the country's demographics. We thought we'd take the opportunity to take a deeper look at wellness. According to a McKinsey study, 87% of Chinese consumers consider wellness a top priority in their lives. Why is wellness such an important topic these days in China? Is this something that all brands should be incorporating into their communications? To discuss the growing importance of wellness for brands, we are proud to welcome back Henry Shen, Chief Strategy Officer at McCann Health Greater China. Henry brings over 19 years of experience, including business strategy, brand communication, and digital integration. Henry and the team at McCann Health serve many of the leading pharma brands and are based in Shanghai. Henry is not just a supporter of physical, but also mental wellness. Henry truly embraces wellness as a licensed holistic therapist. 1. Why has wellness become a thing in China? 2. What do you see as some of the significant trends as consumers are prioritizing wellness? 3. What? A Sleep Retreat? Let's Go! 4. What is meant by a Health Operating System? Where is the HOS? 5. Is wellness just a young person's thing, or is it embraced by all age and income groups? 6. If wellness is increasing, why are gyms closing? 7. How can companies embrace mental wellness in China? How important is it? 8. How can young students transferring into the working world manage stress, esp. in the advertising business? 9. How can non-wellness-focused brands embrace wellness? Can you give me some examples? 10. How can you be innovative in wellness? 11. What can brands do to take advantage of China's aging population? Henry Shen On LinkedIn: www.linkedin.com About McCann Health China: ipghealth.com For everything ShanghaiZhan: zhanstation.com Got a Question? Access Our Mailbox: syracuseuniversity.qualtrics.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com