Panel-Shift Happens: Math Men + Mad Men

12.02 Keynote Track 16:35 – 17:35

Introduction

Technological advancement has revolutionized the media ecosystem, and ad agencies are also undergoing a pan-industry shift. Digital technology has not only changed the way brands interact with consumers, but also the relationship between media, agency and brands. The role of agencies have indeed changed, and they must adapt to the digital era to redefine their business models and to achieve more growth. Otherwise they will obsolete to brands and consumers.

1. In the IOT era, how shall agencies adapt to the fast-changing market and fulfill the marketing needs of clients?
2. Looking back on the digital shift in the last 2-3 years, what are some of the notable results? Which measures have worked, and which has not?

Tze Kiat Tan, CEO Greater China – BBDO

CEO, BBDO GROUP GREATER CHINA

Z’s leadership and focus has led to results where they matter – in the work produced for the company’s clients, Campaign 2015 Greater China Agency of the Year Awards, BBDO recorded a stellar performance. BBDO scooped the much coveted China Creative Agency of the Year (Gold), while BBDO and Proximity were jointly named as Greater China Integrated Agency of the Year (Gold), BBDO Hong Kong won Creative Agency of the Year (Silver) BBDO also made history by winning a record number of People awards

Z is an outstanding leader and a forward thinker who brings an infectious energy and passion to all she does. Loved by clients and all who work with her. She has been a powerful force in the rapid growth and success of BBDO group in China – involved in all of the important strategic decisions for the company in the last 13 years

Siewping Lim –  CEO Greater China – Zenith

SiewPing has 20 years’ experience in media and communications. She has worked across many categories, where her roles have primarily positioned her as trusted business advisor for marketers.

SiewPing combines international perspectives with local China insights. She has accumulated breadth of perspectives across various markets in Asia, having worked in South East Asia, Hong Kong, Tokyo and China, where she has spent the great majority of her career and where she is based and has in depth experience.

Her passion and philosophy is to help grow brands’ business. She is actively involved in driving thought leadership on effectiveness and ROI.

SiewPing currently serves as CEO for Zenith Greater China.

Arlene Ang – Director, Google Marketing Solutions, Greater China

Arlene currently leads Google Marketing Solutions in Greater China, helping advertisers get the most out of Google products. Prior to joining Google, she was the CEO of OMD China, with a remit to transform a traditional media agency to one offering an integrated solutions. Arlene has over 20 years of advertising experience ranging from branding to digital, CRM, social and mobile.

Arlene has also served as a senior executive at Omnicom Media Group and Publicis. In 1999, she tried her hand at entrepreneurship and started AdXplorer, a digital marketing agency, and built the business out across the Asia Pacific region.

Arlene graduated from the National University of Singapore and obtained her masters from the University of Hull. She has a keen interest to develop the China digital ecosystem and is a member of Mobile Marketing Association and I-Com Global, the world’s leading summit for marketing, data and measurement. In 2014, Arlene was one of the Honorees for AdAge “Women to Watch” China.

Jane Lin-Baden – CEO Isobar Asia Pacific

Jane Lin-Baden joined Isobar China in 2007 as Managing Partner when she folded her agency into what was then known as wwwins Consulting. In May 2013, she was promoted to CEO of Isobar China Group, and subsequently CEO of Isobar Asia Pacific in June 2016.

As CEO of Isobar Asia Pacific, Jane leads the regional team and drives strategic growth to expand Isobar’s capabilities and accelerate business growth throughout the region. Isobar Asia Pacific has 28 offices across 13 markets in the region with more than 2,000 digital talents. Isobar Asia Pacific won a total of ten Agency of the Year awards in Campaign Asia’s 2015 Agency of the Year Awards and was named Digital Network of the Year for the fourth time in the last five years.

Continuing on as CEO of Isobar China Group, Jane currently leads five digital agencies with more than 1,000 people across six cities. Isobar China Group has seen a six-fold increase over the last four years and is one of the fastest-growing and most established digital agencies in China in terms of revenue, awards and reputation.

Isobar China Group was Runner-Up for Advertising Age’s 2016 International Agency of the Year, and has won Digital Agency of The Year by Campaign Asia from 2011 to 2013 and in 2015; Digital Creative Agency of the Year at ROI Festival 2015; and Agency of the Year by Ad China consecutively for the past six years.

Jane has over 17 years’ industry experience in technology and digital marketing for both start-ups and agencies. Her client engagement experience includes P&G, Yum, Mondelez, Kraft, Huawei, BMW, Philips, Shell, Sony Ericsson, Mars and Johnson & Johnson etc.

She holds a MBA degree from The Wharton Business School, University of Pennsylvania USA and MA of History of Contemporary Art, University of London UK.

Industry and Award Credentials

• 2016 50 Innovators Think Differently, CBN Weekly
• 2016 Global Star Performer of the Year, Dentsu Aegis Network
• 2015 China Woman to Watch, Advertising Age
• 2015 The Fastest Growing Agency CEO of the Year, China 4A
• 2015 Speaker of Cannes Lions Health, Cannes France
• 2015 & 2014 Campaign Magazine Digital A-List
• 2016 – 2014 ROI Jury, China