Gemba pushes into Europe and China as brands urged to think about entertainment platforms

March 21, 2016 10:32

Rob Mills says China expansion will offering learnings for Australia

Rob Mills says China expansion will offer new market learnings for Australia

Brands that have traditionally used sports to target older, male audiences are having to rethink their approach in order to connect with women and younger audiences, the head of sports and entertainment strategy specialist, Gemba, said.

The Australian-based group is making a push into China after a nine-year hiatus as the strategic opportunities in sport continue to grow in the region, but women and younger demographics are becoming more important to brands that previously had a very narrow demographic focus.

Gemba, which specialises in insight, strategy and communications in the sports and entertainment industries, is working with both Adidas and Coca-Cola in the region, believing the dynamism of the market will offer lessons for Australia.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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