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Charles Lavoie is the new Director of Creative Labs at WPIC. We take the opportunity to discuss the creative landscape when doing business in China. We ask Charles for his definition of creativity, and why he believes it’s important to maintain a certain amount of creativity in-house vs externalizing it to KOLs and KOCs to gain a long-term edge in the market. We discuss economic factors at play as well, discussing what a KOL might charge you for the creative assets and attention, and how brands can do better than market avg ROI on that spend. We also discuss how to manage or teach creativity, and how to deliver creativity through a consistent framework. Enjoy!