Joel Bacall 

Associate Director

I’ve worked on literally thousands of brand concepts. In my experience, they usually boil down to the same four or five elements. That means there’s a lot of white space brands just aren’t capitalising on. I’ve made a career out of helping clients, from multinational giants to smaller challenger brands, find their unique point of difference in a market filled with little variation.

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As an Associate Director with TSI, I’m here to be your strategic frontline partner by helping you push your concept, brand, and platform strategies forward. With a sharp mind for marketing and a passion for achieving growth within the fast-changing Chinese market, I’ll help you target the right consumers with the right questions. That way we land on the insights you need to succeed. 

In my time with TSI, I’ve developed market entry strategies for a number of brands including Pamu, Mars, Campbells, Simplot, and Vita Coco. I’m just as comfortable helping teams design exquisite packaging, messaging, and activation platforms that resonate with local consumers. My keen eye for strategy and branding is second only to my drive for results.

I have a curious mind and constantly crave new experiences. This means I’m often doing my best to prepare exotic Chinese dishes at home, or diving into the restaurant scene across Shanghai. You’re also likely to find me staring out the window of a high-speed train as I explore different parts of this massive country.

SHANGHAI

406 Jianguo West Road, #215

Xuhui District, Shanghai, PRC

+86 21 6083 8331 

info@thesilkinitiative.com 

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