演讲主题：创意+数据，创造最大的营销成效

12.01 分会场2  16:00 – 16:30

主题阐述

如今在中国，数据无处不在。它们从只是储存到被用于忠诚计划，然而现在品牌已经找到了整合社交和电商数据的方法，从而产生对消费者全新的洞察。
尽管如此，研究表明，品牌主仅仅只利用了他们所拥有数据的0.5%。为什么会这样呢？因为市场营销人早已习惯了重复使用同样的方法来达到成效。在一个高速发展的经济体内，几乎每一个品牌主都会意识到市场活动能够提升销量。
而现在时代已经改变了，能够利用数据提供创造性的解决方案的需求迫在眉睫。伟门将会展示数据如何点燃创意，提供相关且准确的信息从而带来深远影响。数据就是今日创意代理商的催化剂。

嘉宾介绍

Bryce Whitwam – CEO Wunderman China

Bryce runs one of the largest creative agencies dedicated to digital and data in China, with 3 offices and over 500 people. Wunderman’s largest clients include Ford, Microsoft, Huawei and United Airlines. Bryce is based in Shanghai.

Bryce has lived in the non-traditional advertising space for his entire career. He is one of Asia’s pioneers in consumer activation, covering digital, direct, retail and events. With 20 years in the business, Bryce started at AC Nielsen, moving to roles at Lowe in Thailand, and Ogilvy, Nitro and finally, Wunderman, where he joined in 2008.

Bryce is an American but has never worked there except for his stint as a announcer at a country western radio station in university. Whitwam has worked in China, Hong Kong, Taiwan and Thailand. A fluent Mandarin speaker, Bryce first came to China in 1987.

Whitwam’s work have won over 20 regional and international awards. He’s developed successful campaigns for large multinationals that include Unilever, L’Oreal, Land Rover, Ford and Coca-Cola. He created one of the first silent discos for Nokia Thailand in 2002 using a low watt radio transmitter and subwoofer cannons.

Bryce writes frequently on subjects around China, digital and data for several marketing publications including Campaign, Jing Daily and WARC.

A former professional musician, Bryce recorded 2 albums, playing keyboards in China and Taiwan for “Identity Crisis”, a prog-rock jazz group. Identity Crisis was the first Western group in history to record for China Records in 1991.

Bryce holds a Master in International Management from Thunderbird