Jim Fields | Creative Video as an IPO Marketing Tool in China

<p><strong>Topics Discussed and Key Points:</strong></p><p>●      About Relay Video</p><p>●      The typical dynamics between creative agencies and their Chinese clients</p><p>●      How Relay aims to “create China’s first truly global brand”</p><p>●      How roadshow videos become an IPO marketing tool for companies</p><p>●      Monetizing your YouTube channel as a China vlogger in 2022</p><p>●      About Jim’s upcoming app, Relay.club</p><p><strong> </strong></p><p><strong>Episode Summary:</strong></p><p>Today on The Negotiation, we talk with Jim Fields, Founder and CEO of Relay Video, a Beijing-based creative marketing agency that specializes in creating stunning pieces of video content, both for disruptive startup businesses and large technology brands.</p><p>Established in 2016, Relay Video was built on the belief that <em>Chinese brands are the brands of the future</em>. Relay’s mission, therefore, is to make films that tell the stories of these brands to a global audience.</p><p>Jim is also a marketing consultant for the Chinese venture capital investment fund 10Fund and a mentor at Chinaccelerator.</p><p>Asked about Relay’s unique thrust as a creative marketing agency in China, Jim explains that “the rush to iterate” that the market is known for comes at the expense of the brand story. “Each story is different,” says Jim. “But, the key thing is clarifying the narrative and then using that clarified narrative in a visual format that makes the company’s mission make sense to viewers.”</p><p>Further, the goal is to create videos that those who do <em>not </em>live in China can relate to, not just on a rational level, but on an emotional one, too. To this end, Relay makes sure “to visualize not just the company but the actual landscape of China” in its films.</p><p>Jim also talks about his YouTube channel, GRTR, and his experience so far as an American China vlogger in 2022.</p><p> </p><p><strong>Key Quotes:</strong></p><p>“You’re starting to see brands in China that have products which are either at