Managing Marketing

Philip Hwang is the APAC Head of Strategy and Michael Vaudrey is the APAC Head of Transcreation at SGK, a global brand experience company. They discuss the role of transcreation globally and the complex market drivers that make transcreation an increasingly important capability for brands. They share the importance of culture in developing and maintaining collaboration between the various partners and vendors involved in marketing today and talk about what it takes to deliver against the expectations of quality, cost and time.