General Mills China CEO Cynthia Chen on Moving “China Fast”

Cynthia Chen, CEO of General Mills China, is on the cutting edge of all things “China fast” and radically different marketing approaches to grow a global brand.  In a world where Häagen-Dazs, owned by General Mills in China, is considered a lifestyle brand that earns 2.4B impressions in a single event, and where red pleather pants and dumpling-decorated red hats are co-created with General Mills and their partners, it’s easy to think you are living in an alternative universe.  Some could argue that China is indeed another world when it comes to marketing, and the lack of data only increases the need for risk and speed to keep up with the tremendous growth.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in. Nadine Dietz is chief community officer at Adweek and host of the CMO Moves podcast.