Shanghai - As support for Team One’s current research initiative, the
Global Affluent Tribe (GAT) study, the full-service ideas agency hosted a consumer
insights event in Shanghai, China on Thursday, November 20, 2014. A similar event will occur in New York in February 2015.
The Shanghai event invited local GAT members to explore
the theme of legacy in the modern world—the traditions that are passed down and
the new ones currently being created for next generations. Set against the
backdrop of Shanghai—a city that seamlessly blends old and new influences—the
conversation illuminated the important role that legacy plays in the minds of
our GAT both in China and in the world at large.
Professor Pierre Xiao Lu, an international expert of
luxury brand management and consumer behavior, joined Team One to host the
evening.
Originally launched by Team One in 2010 to better
understand post-recessionary wealth, the GAT study has been informed by
syndicated research, cultural explorations and qualitative research from around
the world. The GAT study is currently taking place in Shanghai, Mumbai, London
and New York. More cities in different regions of the world will be added in
2015.
“Team One uncovered that people in the influential Global
Affluent Tribe have more in common by virtue of what they love than by where
they live. They have a shared view on mobility, success, status, belonging and
consumption. For marketers of global premium brands, there is a growing
imperative to gain a deeper understanding of the values and ideas that bind
this group,” said Mark Miller, Chief Strategy Officer, Team One.
Team One, a division of Saatchi & Saatchi and in the
Publicis Groupe, specializes in launching the remarkable for aspirational
brands and is a boutique agency within a global network.
For more details about the Global Affluent Tribe research, or to interview Mark Miller, please contact allison.citino@teamone-usa.com
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