Top Story

e4m_logo.png

Home >> Advertising >> Article

Mindshare Hong Kong hires Alfred Cheng as Deputy Leader

11-September-2013
Font Size   16
Share
Mindshare Hong Kong hires Alfred Cheng as Deputy Leader

Mindshare has hired Alfred Cheng as Deputy Leader for its Hong Kong operations. Cheng will also lead the HSBC team.

Cheng has over 20 years of agency experience in Hong Kong. He joins Mindshare from Starcom MediaVest, where he was Regional Director on Richemont (which owns 15 luxury goods brands). In the course of his career, Cheng has worked on clients such as Citibank, Sony, DHL, Colgate-Palmolive, Campbell’s Soup and more.

Mindshare has hired Cheng to front its adaptive strategy and also to take the HSBC team to the next level by diversifying the agency’s offering to the client. This move was made following the recent global HSBC review won by Mindshare for media planning and buying.

Commenting on the new appointment, Paul Gibbins, Leader of Mindshare Hong Kong said, “Alfred has previously worked in another GroupM agency, so it’s good to have him back in the family. He’s got category and industry experience, has worked on both regional and local clients and is an experienced team leader. I am confident he will be able to leads the HSBC team to even greater heights.”

Mindshare has worked with HSBC for over seven years in Hong Kong. In a recent campaign, ‘Dine and Fly’, HSBC pioneered an adaptive search campaign by leveraging Yahoo! data – the first adaptive search campaign ever done in Hong Kong. This campaign revolved around user-generated search queries on the Yahoo! engine. 

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking