Topic：Combining Creativity & Data for Maximum Results

12.01 Sub-track2  16:00 – 16:30

Introduction

Data in China is now coming from everywhere. It started with store data and moved to loyalty programs, but now brands have found ways to combine social and e-commerce data to get a true view of the Chinese consumer.

Despite this, studies have shown that brands only utilize 0.5% of their data. Why? Because marketers have become too accustomed to repeating the same thing over and over again to deliver spectacular results. In a hyper-growth economy, almost any brand awareness campaign could lift sales.

Times have now changed and the use of data in creative solutions has become an imperative. Whitwam will show how data can ignite creativity, providing targeted and relevant messages that really create impact. Data is the catalyst for today’s creative agency.

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