Topic：Innovative content marketing for brands at the forefront

12.01 Sub-track1  10:45 – 11:15

Introduction

Content has been King for a long time, but in that time much has changed and the velocity of change increases. So what is the role of content in China today, how can brands innovate to use content to drive attention and engagement, and to fuel their business growth? What does good look like today and tomorrow, and what are the golden rules for success?

Rupert McPetrie, CEO MediaCom China

Rupert joined MediaCom in August 2015 to lead the Content + Connections agency in China. He is shaping up the talent, structure, and the organisation of MediaCom to deliver 2020 systems planning in China, across the three offices in Shanghai, Beijing and Guangzhou.

Prior to joining MediaCom, Rupert worked at ZenithOptimedia, where he held a number of senior leadership roles including 5 years as the CEO of the Zenith business in Russia, where he worked with a wide range of multinational and local clients. He developed the company to the #1 ranked agency in the market. After Russia, Rupert was promoted as CEO of Central and Eastern Europe, where he led 22 diverse markets across the region while being based in Prague.

Since moving to China this focus on talent and agency capabilities has seen strong growth for MediaCom, with the extension of existing client assignments, and multiple new business gains across a range of local and multi-national clients.

“A systems approach to content and connections is the only way to lead in a market as complex and dynamic as China, where the rate of change is so fast. Consumers’ demand for content covers all platforms and our work in China is being built on this,” Rupert said outlining his outlook.