ABC Radio National broadcast an interview with ABT’s Peter Grose on Friday, 14 August, getting Peter’s expert insight into successfully doing business and branding in China.

In the piece, Peter sketched out some savvy ways that businesses, cities, industries and countries could do better business in the Chinese market.

Experiencing Australia as a business brand

Peter – CEO of ABT Creative in Beijing – was interviewed by Mick O’Regan, the host of The Sports Factor. Mick was interested in ABT’s expertise in establishing corporate connections between Chinese businesses and Australian brands, particularly in the background to the Olympic Games.

Based in Beijing, Peter talked about ABT’s ‘In & Out’ strategy, which helps Australian brands and corporations better communicate and engage with stakeholders within China. ABT also offers a similar expertise to help Chinese businesses and brands break into Australian and other international markets.

Mick and Peter discussed ABT’s work for Austrade in setting up Business Club Australia: ABT conceived, constructed and is staging a huge business networking club that occupies an entire floor of the Beijing Hilton. In this networking hub, ABT’s brand experience expertise helps host discussion panels, forums and commercial presentation all within a business lounge environment.

ABT; international brand experience experts

Understanding the way that Chinese businesses and governments like to do business, Peter emphasised to Mick how the Chinese ‘way’ is to establish personal relationships first, then do business later. During their talk, Peter demonstrated ABT’s international brand and relationship marketing expertise.

All those companies and organizations planning to make their presence felt in China today, or around Beijing’s World Expo in 2010, might want to drop Peter a through our China office to ensure they present and promote themselves to best effect.