Maksim Abushaev
Pack Talks
Creative Director

Maksim Abushaev – Creative Director and Co-founder of Radar, one of Russia's leading regional independent agencies in the branding, marketing, and advertising industry, working for over 20 years, and a Member of RBCA.. He has extensive experience working with client businesses of various sizes, from small enterprises to multinational corporations. Maksim specializes in adapting Chinese and European brands to the Russian market and Russian brands for markets of Asia and China.

An advocate for ongoing growth and enhancement, Maksim has acquired an extensive education, including a joint program of The Hong Kong University of Science and Technology (HKUST) and Moscow business school SKOLKOVO, EMBA, with honors, Doing Business in China at Tsinghua University, and Silicon Valley Entrepreneurship at UC Berkeley HAAS Executive Education. He holds a base education as a mathematician from South Ural State University, Russia.

In solving any branding and marketing challenges, he always applies a rigorous, systematic strategic approach – ensuring that all creative tasks align with solving the client's business challenges.

Event Introduction
Pack Talks
 · 06/25 (Day 1)
From Appealing to Branding
4.2H - Hall B1
Brand Internationalization and Global Design Strategy
[Panel Discussion] The Art of "Translating" Packaging Compliance for Overseas Expansion: Flexibility in Detail, Integrity in Essence

Think Global, Act Local. Different cultural practices and packaging regulations around the world pose challenges for global packaging compliance. In December 2023, the Central Intellectual Property and International Trade Court of Thailand ruled against China's Luckin Coffee in a trademark infringement case against Thailand's Royal 50R Group. For many brands, failing to plan trademark strategies in advance and understand local intellectual property laws can lead to unexpected difficulties.

Furthermore, due to the unique nature of food products, different countries have more detailed regulations for labels and packaging across various categories, including requirements for font size and the placement of information on labels.

Packaging compliance is the foundation for the normal sale of products. How can we 'dance with shackles on,' adhering to compliance while using excellent packaging design to connect with local consumers?

Link to agenda