East Goes West

Cheung Kong Graduate School of Business, Bejing, China

This print and online ad campaign is a first-of-a-kind prospecting foray into Europe and North America by one of China's top business schools. The strategy was to help position CKGSB among western audiences as China's ultimate insider. Only by rubbing shoulders with top Chinese business leaders can you truly 'Know What's Next"—the nature of business in the world's fastest growing global economy. Incorporating dramatic illustration backdrops by Brad Yeo expressed the perfect "East meets West" styling that set the advertising apart from the typical business school marketing motifs.