The Future Of The China Media Agency Business
May 27, 2022
We've seen a lot of change in the Chinese media landscape over the past 20 years, so what about the next 20? Where is it going, and is there a future for media agencies given all the sophisticated technology, in-housing and big platform plays that control the data?
We're joined by Doug Pearce, the former Chairman, and Group CEO at the Omnicom Media Group. Doug left OMG in 2018 to form his own company, the Doohken Network. We're also joined by Jun Yuan, who is the Founder and CEO of Cross-Border Digital Marketing Consulting firm, SparkX.
1. Doug and Jun’s beginnings in the China business and the transition of media
2. Jun’s SparkX: providing both outbound China for Chinese brands and inbound China for others
3. Outbound China media is still within the Small-Medium Businesses
4. Inside/Outside Media Buying will split the media buying world into 2 camps
5. China is further developed in first-party data and evolving their CDPs, while the West is further along with Martech
6. How do influencers fit in within the programmatic and tech media ecosystems?
7. KOCs and the eventual monetization of consumers to sell products for brands
8. Can outbound China players build brands abroad is it all low-cost ROI-driven solutions?
9. China’s media ecosystem is more effective, lower-priced and highly targeted
10. What’s the future of the media agency? A bullshit filter
11. A/B Test: INXS, Harleys, New York, & Melbourne
We've seen a lot of change in the Chinese media landscape over the past 20 years, so what about the next 20? Where is it going, and is there a future for media agencies given all the sophisticated technology, in-housing and big platform plays that control the data?
We're joined by Doug Pearce, the former Chairman, and Group CEO at the Omnicom Media Group. Doug left OMG in 2018 to form his own company, the Doohken Network. We're also joined by Jun Yuan, who is the Founder and CEO of Cross-Border Digital Marketing Consulting firm, SparkX.
1. Doug and Jun’s beginnings in the China business and the transition of media
2. Jun’s SparkX: providing both outbound China for Chinese brands and inbound China for others
3. Outbound China media is still within the Small-Medium Businesses
4. Inside/Outside Media Buying will split the media buying world into 2 camps
5. China is further developed in first-party data and evolving their CDPs, while the West is further along with Martech
6. How do influencers fit in within the programmatic and tech media ecosystems?
7. KOCs and the eventual monetization of consumers to sell products for brands
8. Can outbound China players build brands abroad is it all low-cost ROI-driven solutions?
9. China’s media ecosystem is more effective, lower-priced and highly targeted
10. What’s the future of the media agency? A bullshit filter
11. A/B Test: INXS, Harleys, New York, & Melbourne
Jun Yuan on LinkedIn: https://www.linkedin.com/in/jun-yuan-40964026/
SparkX: https://en.sparkxmarketing.com/
Doug Pearce on LinkedIn: https://www.linkedin.com/in/doug-pearce-0159562/
For everything ShanghaiZhan: http://zhanstation.com/
We're joined by Doug Pearce, the former Chairman, and Group CEO at the Omnicom Media Group. Doug left OMG in 2018 to form his own company, the Doohken Network. We're also joined by Jun Yuan, who is the Founder and CEO of Cross-Border Digital Marketing Consulting firm, SparkX.
1. Doug and Jun’s beginnings in the China business and the transition of media
2. Jun’s SparkX: providing both outbound China for Chinese brands and inbound China for others
3. Outbound China media is still within the Small-Medium Businesses
4. Inside/Outside Media Buying will split the media buying world into 2 camps
5. China is further developed in first-party data and evolving their CDPs, while the West is further along with Martech
6. How do influencers fit in within the programmatic and tech media ecosystems?
7. KOCs and the eventual monetization of consumers to sell products for brands
8. Can outbound China players build brands abroad is it all low-cost ROI-driven solutions?
9. China’s media ecosystem is more effective, lower-priced and highly targeted
10. What’s the future of the media agency? A bullshit filter
11. A/B Test: INXS, Harleys, New York, & Melbourne
Jun Yuan on LinkedIn: https://www.linkedin.com/in/jun-yuan-40964026/
SparkX: https://en.sparkxmarketing.com/
Doug Pearce on LinkedIn: https://www.linkedin.com/in/doug-pearce-0159562/
For everything ShanghaiZhan: http://zhanstation.com/
Donate & become a ShanghaiZhan Patron: https://www.patreon.com/shanghaizhan
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Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin: https://www.linkedin.com/in/alikazmi/