Page 69 - The EDIT | Q1 2017

Meet the team!
From left to right: Mark Watson, Aza Chau, Richard Zhang, Leo Feng, Lily Zhangli, Christine Hsiang, Kiki Ye, Kevin Xu
Tell us a bit about yourself and what you do at PHD.
Leo: I’m a business director at PHD China, looking after Bayer Consumer Health’s holistic media strategy and planning business for about 2 years now. My key responsibility is leading my
team to offer integrated media solutions with original thinking in terms of innovation and business. Delivering on these points is essential to make our work meaningful.
Lily: I’m the key daily contact between at PHD for the client.
As a planning team member,
my role is to create integrated media solutions and optimise plans accordingly. As the Elevit target audience is very niche and with the brand being the digital champion within the Bayer group, I constantly need to find accurate ways to reach so called ‘baby-
planners’ (pre-pregnant) via well- selected media platforms.
Christine: I’m currently the programmatic solution account lead for OMG China. I have
12+ years experience in digital marketing and planning. In addition to Bayer, I am currently also looking after Unilever, Amore Pacific, Porsche, VW and SCJ.I think marketing is about the communication between brands and consumers and I believe programmatic buying is an efficient and effective way
of buying ads to catch the right audience at right time and serve the right messages.
Mark: I’m working as a senior manager to deliver programmatic solutions across our PHD clients here in Shanghai.
Aza: I’m an associate manager at PHD Shanghai working in the
programmatic media team. I serve a range of clients including Bayer. My main responsibility is to provide programmatic updates, insights and solutions to both the team and our clients.
Kiki: I’ve worked in media companies for 12 years and I have spent the last 7 years with the Tactical Planning team here in Shanghai. I’m mainly responsible for Bayer’s overall media strategy, and have also worked with clients including Sony, Nivea, Coca Cola, GMI, Nippon and Mead Johnson previously.
Kevin: I’ve been a Senior Tactical Planning Manager at PHD for 8 years. Bayer is my first medical client and I love the challenge it brings as I am constantly learning and improving my medical advertising expertise.
Ideas
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THE EDIT ISSUE 05 | Q1 2017