由Ernie · Tadla

这是建立有益的事务的企业家的故事通过摔打所有全球性大人。
 
丹Mintz是出生和上升在布鲁克林，并且是将被接受的最年轻的人入表演艺术的纽约学院。 他在电影业在电影名望开始了作为学生额外。 他去到洛杉矶，他在影片生产促进他的教育和经验并且创造与某些的好连接主要电影演播室。

在早期的90年代，他去中国设定合资企业为一个主要电影演播室。 这是在天安门广场彻底失败之后，并且气候为与美国企业的合作是冷，如果不结冰，特别以文化部，将必须是包含的。

他对美国观察了做竞选的4A全球性广告商。 因为工作的质量在中国生产房子里低于标准，多民族送了影片生产为电视商务到香港、台湾和新加坡。 摄制生产，象许多企业，包括硬件(设备)和软件(使用设备的技能)。 丹发现了机会。 他是软件-，并且从他的LA网络联络聘用-是容易的，并且他可能得到硬件。 在1993年3月，他在北京开始了标兵图片国际(PPI)在他的公寓饭厅桌。

十三年后-与450个人在北京、上海、广州、洛杉矶和纽约- PPI成为了 DMG, an international, independent full-service advertising and communications agency specializing in the greater China region generating more than $100 million US a year.

The big boys — Microsoft, McDonald’s, Boeing, GM, and Dell — were all there. They had deep pockets, global operations, pricey lawyers, accounting firms, and consulting firms behind them.

He developed DMG into China’s hottest creative, independent agency. He then added an events and public relations firm, ICN, and nailed international global accounts along with a portfolio of high-profile Chinese companies wanting to keep pace with the advertising expertise of their American competitors.

He’s a charismatic, creative genius in tune with the Chinese culture. He has never worked for a Western agency, didn’t attend college, but with street smarts, talent, an uncanny ability to handle diverse personalities and cultures, earned the respect of the domestic and international advertising world.

How did he beat the global 4A agencies to capture the creative account for Volkswagen-Germany’s first Chinese brand campaign in addition to a four-year Olympic marketing assignment for VW, a national sponsor of the 2008 Games in Beijing?

He did it the Chinese Way.

The others, the global hotshot 4A agencies, do business in China the way they do successful business in other countries. They are successful all over the world, but not in China.

Let’s break that down.

Mintz began with two Chinese partners. DMG chairman Peter Xiao had a deep and wide financial background and connections, tons of guanxi at high levels of the central government and the banking system.

Wu Bing, VP of DMG, has drive, determination and the operational savvy to get things done quickly in a society of bureaucracy and censorship. She was born in Beijing and at an early age was selected by the government to be trained as a gymnast for international competitions. When she was six, she was sent away to training facilities for grueling national competitive training, and eventually became a coach for international team competition.

While in Hong Kong, she met martial arts and action movie star Jackie Chan and appeared in movies with him. Dan was doing film production scouting in Hong Kong and met Jackie and Wu Bing.
 
Using the guanxi of Peter and Wu Bing, DMG targeted First Automotive Works (FAW) as the company they wanted to do business with. They made many trips to Changchun, delivering gifts liberally and personally, hosting banquets, developing deep friendships and cultivating relationships with the many Chinese managers, many of who ascended to high positions of authority and decision-making power over the years.

The three partners were unyielding in their demands on their staff to provide the highest levels of customer service and to exceed customer expectations. Their demands and expectations caused high turnover, but resulted in corporate relationships that were cemented to last. The true Chinese business objective — mutual benefit, win-win, and long-term relationships — was met with dedicated, committed staff.

Ernie Tadla, www.odysseychina.net

Excerpts from How to Live and Do Business in China: Eight Lessons I Learned from the Communists.

Next Week: Another Case History
An outstanding successful executive in North America, but not in China.