Graham Fink on being a culture chameleon

As one of the most linguistically diverse regions in the world, the Asia Pacific presents its own unique set of challenges. In our opening episode of The CMO Show for 2016, Graham Fink, the Chief Creative Officer at Ogilvy & Mather, China, talks all things creativity and how it can cross cultural borders. "You can come back to basic human truths and that is the thing that does unite everyone.  I mean, we all like going on holiday, we all like having some time off with our friends, we like going to a restaurant or a bar or having a drink and there's basic human truths where if you can tap into it, you resonate and it doesn't matter whether that ad is running in Brazil or whether it's running in China or London or the States, you know, people get it."