Fidelity Reaches for the Little Red Book of Marketing to Pitch China Fund

What to make of Fidelity International's appropriation of Chinese Cultural Revolution propaganda imagery — replacing Mao's Little Red Book and a gun, there are golf clubs and an iPad, for example — to pitch its China investment fund?

The digital campaign — generated by its Singapore office, where its agency must have made one helluva convincing pitch to equate the Chinese "consumer revolution" with the Cultural Revolution, in which an estimated 30 million people died — can be dismissed as creative expression based in ignorance. Still, it shows a surprising insensitivity to the region where the fund is based.Continue reading...