In this episode of Commerce Beyond Borders, host Renee Hartmann and co-host Chris Baker sit down with communications leader Scott Kronick (ex–Ogilvy & Mather) for an energizing tour through three decades of brand building across Asia, the Olympics, and today’s AI-driven marketing landscape. Scott shares why he’s still a dyed-in-the-wool globalist, how China’s “can-do” culture shaped his leadership, and the mindset he teaches students at USC: expand your surface area of luck—meet more people, talk about your passion, and be generous with your help.

What we cover

The “surface area of luck”: a practical framework for creating opportunity
Lessons from hyper-growth China: optimism, speed, and execution
Agencies: why boutiques can outmaneuver quarterly-driven giants
AI, influencers, and the new media mix (what’s changed, what hasn’t)
Chinese brands going global: strengths, gaps, and playing by local rules
Risk, regulation, and communications alignment in the U.S. market
Olympic storytelling: building a specialized practice and finding your lane
Career advice for young marketers: do hard things, take the meeting, think critically

Memorable quotes

“The more people you meet and talk about what you’re passionate about, the more opportunities come your way.”
“That meeting you don’t want to leave the house for? Take it. That might be the life-changer.”
“Be optimistic—find the green shoots and lean in.”

About our guest

Scott Kronick led PR and integrated communications across Asia for Ogilvy, launching and scaling offices in Beijing, Shanghai, and Guangzhou. Now back in Los Angeles, he teaches at USC, advises global brands, and continues his long-standing work around the Olympic movement and Special Olympics.