Ashley Galina Dudarenok

Founder

ChoZan
Hong Kong

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“Innovation starts with asking questions”

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Ashley Galina Dudarenok has founded not just one but two consultancies focused on marketing in China. ChoZan is a social media agency while Alarice specializes in marketing training — and both outfits reflect Dudarenok’s expertise in navigating China’s famously fast-moving digital landscape. Dudarenok’s tireless entrepreneurial spirit has underpinned her progress on multiple fronts: as a member of Alibaba’s global influencer entourage and JD’s global China experts group, an Amazon bestselling author of three books, and running one of the world’s most popular China business vlogs. 

How do you define innovation?
Innovation is finding a new, better way to do things. Innovation is moving forward. Innovation is life.

What is the most innovative comms/marketing initiative you've seen in the last 12 months?
Private Traffic on WeChat in China / KOC

In your opinion, what brands and/or agencies are most innovative around PR and marketing?
Durex in China is great :)

Describe a moment in your career that you would consider 'innovative.'
I have launched 6 new business models since the beginning of this year. What's innovation in action? What are they?
- China Marketing Circle: a membership group for the latest insights on marketing in China
- video courses: China digital marketing video masterclass
- consulting calls
- 2-day China digital marketing masterclass trainings delivered around the world
- FIRE: a 4 week self-development program for professional women 
- books and guidebooks

Who do you admire for his/her approach to innovation? 
Yuval Harari. Innovation starts with asking questions. Yuval asks great questions.

How do you get out of a creativity rut?
Connect with nature, travel, call a friend that's different.

What advice would you give to the PR industry around embracing innovation?
Reinvent yourselves in the age 'you are what you publish'.

What would you be doing if you weren't doing your current job?
I'd be building businesses still around executive education and personal development. Maybe would have gone to Hollywood or hosted a popular talk show.

Favorite book/movie/podcast/article that's not related to PR/marketing/business?
21 Questions for the 21st Century and AI Superpowers are a must read for all in 2019.

What's your favourite time of day and why?
Early morning, between 5 and 7 am. It's quiet, beautiful and you can watch nature awakening. You have incredible clarity in the morning and feeling that the whole day is still ahead!