Design and Creativity with Jon Ip - Chief Creative Officer of AKQA Shanghai

Creative Strategy, New Retail, and Chinese X Western Cultural Differences

Jon Ip embodies over two decades of innovative problem-solving in the creative industry. With a rich cultural background and a robust academic foundation in Computer Art & Animation, Jon’s illustrious career spans the dynamic landscape of New York and the thriving creative scene of China, showcasing his relentless pursuit of excellence.

Renowned for his insight-driven approach, Jon delves deep into the ‘why,’ going beyond the ‘where’ and ‘how.’ His expertise spans branding, design, and storytelling for virtual and physical experiences, creating immersive retail environments online and offline. This highlights his commitment to leveraging cutting-edge tools and strategies to forge meaningful connections.

Jon firmly believes that in a world filled with noise, the opportunity for authentic and profound relationships stands out. This belief drives his continuous efforts to discover and foster impactful connections between brands and people, turning every interaction into a meaningful engagement.

1. What do you do as Chief Creative Officer of AKQA?

I marry science with art to create innovative and emotionally engaging work. Within the team, I created a culture that enables the team to deliver that magic consistently. It’s all about igniting creativity, fostering it with technology, and nurturing it into experiences that captivate both our clients and their audiences.

2. Can you walk me through two memorable projects you worked on? What excited you about them?

1. Tiffany & Co. E-commerce Launch (2000 at OVEN Digital, New York): As a designer, I helped develop Tiffany’s first Flash-based e-commerce website. It was a revolutionary project that marked the brand's foray into online retail. Our platform allowed customers to buy Tiffany products online, broadening the brand’s reach beyond physical stores. As you can imagine, this completely transformed their business model. The main challenge was to balance the early internet’s technical constraints— slow speeds and file size limitations—with the luxury and elegance Tiffany’s customers expected. This experience taught me the importance of matching business pain points with technology to create solutions that not only address the issues but also enhance the customer experience. Tiffany’s online store set a new standard in online luxury retail and underscored the power of digital innovation in solving real-world business challenges.

2. Nike Unpack Your City Campaign (At AKQA): We completely reimagined the traditional sneaker unboxing experience by incorporating a map of Shanghai with AR features directly into the shoebox. This turned a routine purchase into a vibrant call to action for physical activity and community involvement. This pioneering AR experience, launched through WeChat, invited customers to discover and participate in local Nike events and activities, seamlessly merging digital excitement with real-world interaction. The campaign not only drove remarkable customer engagement but also showcased our team's ability to creatively fuse digital and physical realms.

   

3. Marketers are often categorized as strategic or creative. Do you think that’s a meaningful distinction? How does the strategy approach differ from the creative?

Classifying marketers as strictly 'strategic' or 'creative' overlooks the dynamic nature of the field. We are 'solutionists,' which means we integrate strategy and creativity and use analytical insights as a springboard for creative ideas. As solutionists, we aim to craft responses that are not just imaginative or data-driven, but a thoughtful combination that delivers real-world results for our clients.

4. Can you describe your creative process from beginning to end? How do you build skill in something as unpredictable as creativity?

My creative approach is grounded in a deep analysis of the brand’s challenges as they relate to their target audience. This foundational work provides the background to our 'Concept Development Sessions.' In them, we collaborate in an environment where creative ideas are nurtured and encouraged to grow without limitation or judgment. 

We’re very mindful not to shoot other people’s ideas down but to focus the discussion on areas that have the most potential. This leads to the testing phase, where we rigorously evaluate and polish our concepts to ensure they resonate with the audience and meet the brand’s strategic objectives. Real-world limitations help us shape our creativity into something technically feasible, which we can realize and deliver. 

5- The retail world is becoming more integrated. What are some guidelines for brands that seek to blend the experiential aspects of the real world with the convenience and reach of digital? 

Retail locations have increasingly become experiential hubs, offering a sense of community and connection that online experiences cannot match. By effectively integrating digital tools, retailers can guide customers through personalized in-store journeys, maintain engagement after their visit, and ensure a cohesive experience across all brand touchpoints. The specificity of that experience will depend upon the uniqueness of the brand’s DNA, but the core value will always relate to building community and in-person experiences. You can now buy the product anywhere, so any store that centers around the product rather than the holistic experience is outdated. New retail revolves around the customer experience.

Data and personalization are at the core of this strategy. By understanding and acting on consumer preferences and behaviors, retailers can craft experiences that resonate on a personal level, making each visit more relevant and memorable. 

This approach to retail not only meets but exceeds the expectations of today's consumers, who demand a harmonious blend of convenience, personalization, and experiential value.

6- You’ve worked on both sides of the world. What are some meaningful differences you’ve noticed when it comes to the Western vs Chinese approach to creativity?

Creativity is an innate quality that all humans share, manifesting in every corner of the globe. In Western cultures, there's a strong focus on individualism in creativity, where the aim is often to break new ground and celebrate uniqueness.

On the flip side, in China, the creative process is more about collaboration and iterative improvements. It’s a reflection of a collective mindset, where innovation builds on what already exists, underscoring the value of continuity and communal success. China's vast cultural diversity, characterized by rich local customs and unique regional identities, enriches its creative output. This diversity is not just about different artistic expressions—it deepens our understanding of the people, their lifestyles, and their contributions to the community. It highlights how local values and ways of life can offer valuable insights and enhance communal bonds across its provinces and ethnic groups.

7- Good design flows from understanding consumer behavior. How do differences in Chinese/Asian consumer behavior result in differences in design compared to the West?

Chinese tech giants like Tencent, Alibaba, and ByteDance have developed comprehensive ecosystems that significantly shape consumer behavior. These platforms blend various services—social networking, messaging, e-commerce, and entertainment—into a cohesive digital experience that captivates users with its convenience and versatility.

For example, Tencent’s WeChat enhances customer loyalty and re-purchase rates through its integrated services. ByteDance uses sophisticated AI to offer personalized content and product recommendations, keeping users engaged with relevant material.

This integrated approach to user engagement profoundly influences product design within these ecosystems. The services are not only functional but are designed to maximize user engagement and encourage longer interaction times with the platform. 

This contrasts with many Western digital platforms, which often feature more specialized, less integrated services. Western designs typically focus on specific functionalities rather than an interconnected user experience, reflecting a compartmentalized approach to digital service provision.

8. What do brands need to know about Chinese Gen Z? 

Post-pandemic, Chinese Gen Z prioritize personalization, sustainability, and social responsibility in their shopping choices, distinguishing themselves from older Chinese generations, who prioritize cost efficiency and brand prestige. While still prone to impulsive purchases, Chinese Gen Z now places greater importance on ethical considerations and the broader impact of their buying decisions.

This generational shift marks a move away from the luxury and flashiness that previously attracted them and towards a higher valuation of ethical considerations, materials, and craftsmanship.

This approach to authenticity and transparency aligns with global trends among young consumers but is particularly pronounced in China due to rapid digitalization and evolving cultural values.

9. What excites you about the future of consumer experiences? Where do you see potential?

AI and data analytics are transforming consumer experiences and revolutionizing personalization. Brands can now anticipate and cater to consumer needs more precisely, enhancing the entire customer journey. As consumer values shift towards experiences over products, there's a significant opportunity for brands to innovate beyond mere transactions. 

They can create emotionally engaging narratives through experiential retail environments, immersive digital experiences, and services that enrich personal growth. Ultimately, brands will be able to leverage technology to deliver human-centric, memorable interactions that resonate on an emotional level. 

10. What principles are your North Star when it comes to being an effective leader?

Prioritizing clarity is fundamental to my leadership approach. It involves rigorously identifying what's necessary and discarding what is not. This sets a clear direction by focusing on what truly matters. We ensure that our team's efforts are not only effective but also highly targeted towards achieving the goals.