Eileen: More on China

(Photo by Eileen: We both in VUE Bar, Shanghai.
Eileen in her newly-bought Chinese dress)

Driving is a unique, somewhat life-threatening experience, crossing the street should be an Olympic event and the traffic makes NYC look like a quiet suburb.

People ballroom dance in the park in the morning (before it gets too hot).

I felt very tall and big–especially when I tried on clothing.

I want to learn to speak Mandarin.

Best part of the trip–I have new friends in China.

I could not help laughing when I saw Eileen's comments on her trip in China. On the other hand, I was so touched when I saw her comments about me:

I could have never survived without the guidance of my friend and classmate Wendy Chen, whose native Mandarin saved me from confused cabdrivers. She explained the nuances of Chinese business culture ... and advised on dining ...

She is back in Taiwan visiting her family now and I miss her very much.

This indeed was a great present for me when I was home in Taiwan. I miss you, too Eileen! Many of my precious learning in the global residency project were from working with you. Thank you for being so supportive and always volunteering to take the hard tasks. If there were not you, I wouldn't have chance to sharpen my presentation skills and thinking process. The pleasure belongs to me, my wonderful teammate! Hope I could work with you on something in the future again!

Sweet Sweet Words from People

Prof. Don Schultz wrote us an impressive email that was so touching and nearly made us burst into tears;
Prof. Tom Collinger had quite positive opinion about our/my achievement in KFC project and the entire Global Residency experience;
Eileen Z. pointed out several good quality in me which she found out during our days together. At least, she noticed that I wrote different, customized emails to thank three parties of the participants who attended our final presentation.

"Goodness, you are great. You sent out those targeted emails at THAT night!"

All these above, I have striven hard for and thus earned the sweet fruits now. They are still so overwhelming and way beyond my expectation. The only thing I can say now is....

PRAISE THE LORD!

KFC Presentation is a BLAST, Period!

感謝所有朋友的關注與集氣，我的夏季實習- KFC企劃及簡報圓滿成功的完成啦！其實昨天整個的歷程真的很驚心動魄，因為我們彩排了一整周的簡報在昨天上午開始因為簡報系統Adobe Connect的無預警伺服器當機，完全無法照原計畫進行，而緊急變出B計劃因應。在正式簡報開始前的約莫半小時伺服器系統又恢復運作，於是我們興高采烈的回頭採用我們最熟悉的A計劃進行。為了讓A計畫能順利進行，幾個檔案要重新上傳，設定要重新調整，而手忙腳亂的處理這些事情的同時，熱情的參與者紛紛已經到達會議室，或者撥了電話進來、線上登入了簡報系統期待簡報的開始.....

當科技問題遇上了公關問題，中國客戶遇上了美國客戶，系上一個比一個頭銜大份量重的教授以及官階一個比一個高的客戶遇上了我們這群總是有些小地方還沒有漂亮處理卻又恰巧遇上如此危機的學生，呼，這一天對我們而言真是集了所有的震撼教育於一身....

我的團隊共有五人，最終決定由美國人Eileen與我分攤各半的簡報內容，各負責講述20分鐘的內容。點頭接受這個大挑戰的時候我掙扎了很久，「我真的有信心可以用我的破英文去獻醜嗎？表現得好自然會為我的個人形象加分，但是一旦搞砸了，可真的是丟臉丟到國外了（美國、中國我都待不下去了....）」

「會砸的可能性多高？」我問我自己。「這個玩下去真的賭很大喔！你的職涯搞不好就賭在這個決定上了喔！」

牙一咬，我接下了這個任務，然後花了一個禮拜的時間練習、彩排，也讓Eileen幫我修改很多不順暢的地方，也接受師長、隊友與Myriam的建議去調整說話速度等等。要讓我為自己的臨場表現打分數的話......90分!（滿分100）因為真的上場時我吃的螺絲少很多，語氣也更自然，自己也很享受在這個Show裡面：）可能也是因為彩排時畢竟沒有觀眾（聽眾）所以沒有聽到他們的反應，正式上場時有他們的驚呼、笑聲、拍掌聲等等，反而讓我更好掌握說話的步調、開小玩笑的時機。

另個讓我覺得這場簡報很成功的原因，還有參與者這個層面。我們的小事排場真的很大....

• IMC系上的參與者包含了IMC之父Don Schultz親自到場（老天....他走進教室的時候Eileen跟我快腦充血了....），系主任Tom Collinger、案子的指導教授Tom Hayden也在會議室裡。另外還有一個教授遠端連線進來全程參與。系上的Career Service兩個Staff也都到了（這又是2/2的比例）。班上另一組負責Pizza Hut的同學也有至少兩位連線進來。
• 上海客戶端，我們也有約十人的參與陣仗。所有我們在上海期間見過的各部門負責人都在，雖然原本承諾會參與的VP因故還是忙不過來沒有機會到場。
• 美國Yum! Brands總部端，CPAO及Pizza Hut的負責人都親自遠端參與聽完完整簡報，並且提了很關鍵的問題。還有一位KFC的美國總部公關部同仁也全程參與，給了我們十分正面的評價與提問。

對於這樣的陣仗，我忘不了Tom Collinger在簡報結束後說的一句話：

"You get Jonathan(CPAO) and Scott (president of Pizza Hut) dialed in.
That is impressive!"

一切都值得了。真　的。

舉杯，用Eileen帶來的香檳，我們一起慶祝我們漂亮完成任務！

Countdown for the final KFC China Presentation

Almost! Close! Nearly done! Let's try our best and rock them!!!!
Please pray for me, folks, because I will be one of the two presenters for this HUGE project. The other person will be Eileen, my respectful American classmate. We will be presenting for our direct client, KFC China team, some faculty from our school, and some Yum! Brands US participants. This latter part is actually the most challenging part of this presentation, because they nearly know NOTHING about our project!

We will figure it out. We will!

Lord, I need the power from you, and I need YOU to walk with me. I DO.

Shanghai Residency: Tour Diary- Posted on Inside IMC

Please check this following entry modified by Ateeq. I hope you are entertained by the words and the story :)

Shanghai Residency: Tour Diary

6 08 2008

Medill IMC’s global residents are back from sumptuous Shanghai.

Shanghai was sizzling…in more ways than one. In the more apparent way, the weather was rather warm. It was common to experience temperatures up to 90 degrees during the day and, on top of that, the women among us had to wear business casual and high heels. But Shanghai also sizzled because it was a great trip in terms of the exposure we received to a new culture, new people and, of course, a new way of working.

19 students and two faculty members made the two week sojourn to China. The IMC student contingent was split into four groups. Two groups worked on the corporate side (Pizza Hut and KFC), while two teams were assigned ad agency projects (Draftfcb and McCann Erickson).

The team working on Dannon (a Draftfcb client) led a very healthy lifestyle during the trip as their work involved understanding breakfast preferences for Chinese locals. They woke up very early to be on the streets at 7 AM to observe food stands (and consequently fall asleep by 9 in the evening).

The Pizza Hut group had their entire schedule mapped out by by the client (including the weekends). The Pizza Hut staff also ensured that the team had their fair share of Pizza Hut cuisine!

Serious work in Shanghai

The KFC team tuned into amazing presentations one after the other and visited the offices of three client partners: Ogilvy-Shanghai (a creative agency), Synovate (a market research agency), and Tencent QQ (an online portal and instant messaging service).

The students assigned to Puma, a McCann Erickson client, also found themselves traversing the Shanghai streets to visit sports stores. McCann Erickson had given the IMCers a lot to explore, and they were assigned to build Puma’s brand image in the face of stiff international and local competition.

IMC’s global residency teams also listened to a presentation by Yum! Brands on KFC, Pizza Hut and East Dawning (a Chinese fast food restaurant). The same afternoon Prof. Frank Mulhern gave a talk on “What is IMC” for Yum! Brands - China employees and had in-depth discussions with them afterwards.

The KFC team with employees of YUM! Brands - China

It wasn’t all work though. Yes, we worked hard, but we played even harder. We went out at night. The students collectively tried many cuisines around Shanghai. Several of us took a trip on Huangpu River to appreciate the magnificent night view.

The IMC Welcome Drink on the night of July 7 was a great success. The venue, Bar Rouge, has a breathtaking view and served as a great treat for the newly arriving IMCers. In addition to the touring group, 7 alumni and 6 from the upcoming class of 2009 joined us (even though only two were part of my contact list). 3 more potential IMC candidates also arrived to pleasantly surprise us, and one of them had traveled all the way from Beijing!

Before returning we also gathered for a Shanghai experience-sharing dinner. We also united once more to celebrate the birthdays of our beloved Prof. Mulhern and classmate Bronwen Murray.

All in all we had a great time in Shanghai.

……….Wendy Hsiao-wen Chen

Off We Go To Shanghai- Posted on Inside IMC

In the very beginning, I wrote this for Lakshmi's "The Fourth Quarter" newsletter. But I shared the entire article with the Branding Committee, too, to get it posted.
Feels really good about the update somewhere else, in a more formal way :)

Off We Go To Shanghai

30 06 2008

While most of our classmates are all over the country working hard at their individual residences, a group of us have been hanging out in Evanston for the past two weeks. What have we been up to? Here’s a short update from those of us going on the Global Residency!

This summer, 19 IMC students are heading to Shanghai for two weeks as part of the first-ever Global Residency program. Accompanied and advised by two professors, Tom Hayden and Frank Mulhern, students formed teams to work on four projects for three multinational companies: Yum! Brands (KFC), Yum! Brands (Pizza Hut), Draftfcb (client: Kraft), and McCann-Erickson (client: Puma). We had three days of mini-courses and meetings before leaving for Shanghai and will be on-site from July 7 to 18. But that’s not all. All the teams will keep working on their project after they return to the U.S. The final presentation and proposals to our respective clients will keep us busy until the end of August. Our first class was on Wednesday, and we were so inspired by Don Schultz’s lectures and the guest speakers’ presentations. In a very short time, we learned a lot about marketing in China from both Don and Ron Jacobs, president of Jacobs & Clevenger. Both of them also made some observations about global marketing, especially the Indian and Japanese markets, to help immerse us in “a whole new world” outside the U.S.

Prof Martin Block joined us on Thursday afternoon to introduce newly updated research that was conducted in China for 10 quarters up till the first 2 quarters of this year (it’s REALLY FRESH!). Besides the lectures, students had to deliver a presentation that afternoon on eight areas in the Chinese market using a new tool called MindManager (mind-mapping software). We had another assignment due the next day: each team was to present their discoveries so far on their specific projects (KFC, Pizza Hut, Puma and Kraft). You know what made that difficult? The four teams either got a) very limited information about the project, b) too much information about the project, or c) some information about the project in Mandarin Chinese! The challenge continued when Don Schultz gave us 1.5 hours (originally the lunch break) to shift our product-focused presentations to customer-centric ones. Who are our consumers? What do we know about them? What more do we aspire to know about them?

Currently all four groups are raring to go. We will meet as a full team again on Tuesday, July 1 and then fly to Shanghai for our exciting on-site exploration. We will definitely work as hard as everyone else doing individual residencies!

……….Wendy Chen

一天超過12小時的KFC與麥當勞，夠了

我要來去癱軟睡覺了，真的夠了=.=
明天我要出門去玩耍，然後回來開Morocco摩洛哥的會。
恐怕跟Morocco蜜月完我還是得回到KFC的懷抱......GOSH!

KFC肯德基追击大行动(KFC- China, 2006)

大家真的要原諒我最近說、想、寫很多很多東西都可能跟我們公司劃不清關係.....

這是他們06年夏天辦的活動推廣TVC.

Impressive KFC in China, Amazing IMC Welcome Drinks at Bar Rouge!

(歡迎來到百勝中國總部)From 0807-Shanghai

九點不到，我大汗淋漓的從Kelly家走了十五分鐘的路已經抵達了虹橋路三號的港匯二座準備與中國KFC的初見面。這天的行程安排是上午兩個連續的簡報，介紹Yum! Brand-KFC在中國的發展以及介紹與我們的project密切相關的肯德基夏日飲品。感謝Konnie Lo與Annie Liu詳盡且無私的介紹，也謝謝Connie Chen從這天開始就時時刻刻跟著我們，為我們解決各種大大小小疑難雜症的努力，我們上午的簡報間還吃了一點KFC的雞米花與薯條，為我們的KFC行程開啟了非常肯德基的開始。這天的午餐更在熱情的Janet Wu安排下邀請了一大桌滿滿的KFC同仁們一起到港匯裡的彩蝶軒大快朵頤，讓幾個外國同學深刻見識了中國人的熱情招待。唯一小小遺憾的是，我們視為山珍的美味鳳爪嚇到了三位同學啦～這一驚非同小可，Eileen到一周後好幾次與他人的會面中都還是不停提起鳳爪帶給她的驚嚇，唉呦.....看來這些老外朋友真的沒有福分享用博大精深的中華美食:P

稍事休息後的午後時光，由Connie領軍，我們實地到幾間KFC餐廳去參訪了解他們的營運實況。我們先是快速的在港匯B1瞄了一眼徐匯區賣得最好的KFC，又過了人行地道到美羅城樓下實際走進占據兩層樓的那間KFC，了解他們在推廣夏日飲品上做的努力。譬如為了夏日飲品特地開闢的夏日酷飲專線櫃台：（不過經過觀察，似乎實際使用成效不彰）

(夏日酷飲專屬通道)From 0807-Shanghai

也透過Connie的說明，我們知道了每間KFC分店都有一個屬於自己的主題，像是這間分店以「KFC歷史」為主題做為裝飾，於是牆上會有較多的KFC各時代的黑白、彩色照片。

From 0807-Shanghai

我們另外又逛了一間在梅龍鎮的KFC，跟美羅城KFC的最大差別是那裏的KFC因為空間比較充裕，地段比較不繁忙一些，所以有一個店內的兒童遊樂場，店裡的客人也較多老年人－－在悠閒的讀報、發呆、聊天閒磕牙（美羅城KFC的客人多是年輕人，搭地鐵來到這裡採購電子產品/服務，或者來徐匯區逛百貨公司、唱KTV的）。我們一行人也就是在這裡點了所有口味的夏日酷飲來嘗鮮，大家對於愛爾蘭雪頂咖啡多有好評，我點的雪頂蘆薈也很合我的意，Eileen、Naz和Yulia也對飲料中放入了果凍類的東西有十分正面的評價，更開心的開始蒐集為夏日酷飲量身打造的彩色造型湯匙。你看看你看看，我們公司多懂得收買人心啊～三兩下就把我們Team的所有人都滿足了！

因為Eileen還在調適時差，所以我們這天的官方行程就在梅龍鎮KFC先畫下句點，大家四散等到晚上IMC歡迎酒會的時候再碰頭。我於是也就搭了便車回到Kelly家小歇一下避避暑，晚上再與Nina的可愛好朋友Flora約在港匯的朱記餡餅碰頭，打算在歡迎酒會前吃個便飯再一起過去跟大夥碰面。

與Flora的會面小而美、小而簡單、小而親切，我喜歡這個很有自信很有想法的女生，也覺得從她身上更多認識在上海生活的女生一點。Nina小朋友，你也是很幸福啊～認識那麼多可愛的好朋友，而且從她們口中總是一直提到妳的可愛妳的好呢　*^^*

稍晚在Bar Rouge的歡迎酒會可謂是今天的另一波高潮，外灘18號從進電梯的那一刻起就令人驚艷了：酒紅色的電梯用泡泡絨布做內裡，十足的奢華風；出了電梯走上七樓時的那種裝置氣度更加提升那種雍容華貴的感覺（印象中有水晶吊燈是吧?!）進到Bar Rouge裡面那種恰到好處讓人舒適的昏暗襯托著的，正是窗外那一大片breathtaking的浦東燦爛夜景！（用萬箭靶我射死吧～我居然沒有拍照！！！）

不過我還是得為自己辯護一下沒有拿出相機拍照的原因，因為這個晚上我可以說是整場最忙碌的人：雖然我不是選這個地點辦酒會的人，可是我負責聯絡新生以及校友前來參與，我另外還邀請了一些統稱IMC之友的朋友前來，所以基本上除了班上師長及同學以外，幾乎所有到了Bar Rouge的人都跑來找Wendy報到....一大堆一大堆陌生的臉孔，包含class of 2002到class of 2009的熱情人們，包含Chrissy和Bekky以及一個特地從北京南下來參加未來想要申請IMC的Amy，包含Joseph、Flora以及當然要包含的我們班的同學們就在這裡的杯銧交錯中，越談越熟悉，，各自享受著這奇特的交錯瞬間。當晚的最大遺憾（除了我該死的一張照片都沒照以外）大概就是我們的四方客戶出席率是0吧....我很確定我們有邀請KFC的人前來，不過其他三個team我就沒把握了。如果是因為聯繫不周導致都沒人出席，豈不是太可惜了？>"< size="3">异彩彩蝶轩(港汇广场)
021-6407-2657
上海市徐汇区虹桥路1号5楼
粵菜館

朱記餡餅(港汇广场)
021-6447-2918
上海市徐汇区虹桥路1号5楼
號稱來自台北的四十年老店，專攻北方小點。待我回台北的時候找找這間店....

Bar Rouge
021-6339-1199
上海市黄浦区中山东一路18号外滩18号7楼
（電梯只能坐到六樓，還要步行上一層）