Sam, hailing from Taiwan, China, boasts nearly 20 years of branding and design expertise. He serves as the Executive Creative Director for FutureBrand in China and represents the Global Creative Excellence Team in the region.
Sam's extensive professional background spans across various industries including aviation, hospitality, F&B, real estate, tourism, technology, finance, healthcare, automotive, and logistics. From 2016 to 2024, he consistently received accolades such as the iF Design Award, Red Dot Award, and Transform Asia Pacific Gold Awards, and in 2023, he was honored with the 17PR Annual Communication Industry Rising Star Award.
Prior to joining FutureBrand, Sam held the position of Brand Creative Director at Alibaba Group's travel brand, Fliggy. There, he led teams in executing annual brand marketing strategies and creative marketing designs, including planning and supervising Fliggy’s Double 11 brand TVC and IP destination-related communication schemes.
Previously, Sam served as Design Director at internationally renowned brand consulting firms Interbrand and Labbrand. He primarily catered to international and Chinese corporate clients, including Atlantis Hotels, Barbican Centre London, Nestle, Budweiser, Hankyu Department Store, ROCA, China Southern Airlines, China Duty Free Group Haikou Duty-Free City, Union Pay, Fashion, Carino, etc.
Sam holds dual master's degrees from the world-renowned University of the Arts London, specializing in Graphic Branding, and from Taiwan's (Kaohsiung) National Normal University, specializing in Visual Communication Design. During his studies in the UK and Taiwan, his graduation projects received the highest distinction grades in class.
4.2H - Hall B1
4.2H - Hall B1
In an external environment characterized by slowing economic growth, intensified homogeneous competition, and an increasingly diverse and fragmented digital media landscape, how can brands strike a balance between long-term brand building and short-term growth demands? Furthermore, how can they seize opportunities for international brand development?
The internationally renowned brand strategy agency FutureBrand has served numerous global brands across various industries and has studios in over 20 countries. Sam, the Executive Creative Director for FutureBrand China, will provide forward-looking insights on global brand strategies through case studies of Atlantis Hotel, Jackery, Nespresso, and others.
4.2H - Hall B1
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?