Behind Thread Scenes with Justine Lefebvre, Managing Partner
As part of our Behind Thread Scenes series, we’re sitting down with Justine, Managing Partner, to chat about what it’s like managing an agency, how times have changed in China and what it means to be a leader. If you ever want to swing by the office and get to know her or any […]
The latest addition on our office walls
A weekend of fear-conquering, points-based challenges, all wrapped up with a themed costume BBQ cook off! Our version of team building? Lucky for us, it was all set behind sunshine and warm weather in lush Moganshan. Fear conquering on a 22 meter wall No one told us it was already 40 meters off the ground […]
China’s Generation Z: They’re young, entitled and have cash to burn
Thread Newsletter – August Edition It’s back to school season and as parents are nervously getting their kids, teens and young adults ready for school, we’ve turned our attention to that exact same group. Why you might ask? Well this group, called Generation Z (born between 1997 to 2016), is a force to be reckoned […]
Shanghai Observed Podcast: Ben Weldon, Thread’s Creative Director
Ever wonder how someone makes their way to China and ends up building an F&B Branding Agency that works with some of the most well-known brands like ALDI, White Castle and Boxing Cat? Listen to Ben’s unique and unpaved path that got him there. Have a few other questions you’re curious about? Drop by our office […]
Behind Thread Scenes with Adam, Strategy Director & Partner
At Thread, we believe that it’s the people that you “work” with (both colleagues and clients) and the challenges you take on that make “work” exciting and worthwhile. We’ve put work in quotes because we also believe that if it feels like work, then you’re doing it wrong. There is a purpose to all this […]
Staying curious is half the battle, here’s what gets us going
When is it time to refocus, revise or rebrand?
Thread Newsletter – June Edition We’re hitting the half way mark in 2019, usually around this time those who’ve made new years resolutions and then fell off the wagon are wondering if they can kick start them again or make it more realistic. To them we say, good luck! Don’t feel so bad though, sometimes […]
3 unexpected areas where branding agencies help with market entry
By: Adam Thurland, Partner and Strategy Director I recently discovered that my iphone could be used as a magnifying glass by changing a couple of settings, it got me thinking, I’ve spent all this money, what other benefits does it have. As a stakeholder in a company that is looking to enter China, you […]
ALDI Stores Open!
Get the RMB29 ALDI sparkling wine ready, ALDI open’s its first two (yes two) retail stores in China today! It’s an especially exciting day for us as we’ve had to keep it secret since our first project behind closed doors back in 2016. After choosing their Chinese name and putting the pieces of local brand […]
China’s Changing Vegetarian and Vegan Market
Thread Newsletter – April Edition More than a decade ago in Shanghai, your typical vegetarian options were probably a sad cheese sandwich, an over-priced bowl of lettuce with carrots and tomatoes, or a plain bowl of noodles. A vegan meal? It was almost impossible to get your hands on a decent one, but today – […]