Experience

Crispin Porter + Bogusky

• United States
• Advertising Services
• 200 - 300 Employee

• Planning Director

  • Mar 2016 - Present

  • Responsible for full strategic support on INFINITI business: including Brand Strategy/ Model Launch Strategy/ Campaign Strategy; deeply work together with client’s marketing team and global LA team to work out fully integrated strategy and campaign plan; •Also responsible for Tencent clients: Tencent APP Store/ Tencent Mobile Manager/ Tencent Video Platform. Major work within duration: 1. INFINITI Brand Strategy Rollout: “Empower the Drive”; 2. INFINITI QX60 MC Launch Integrated with Simple Life platform to target middle class family customers. 3. INFINITI QX30 New Model Launch: Integrated with Air Style platform (global snowboarding competition) to attract young lifestyle elites and create its young and sporty image. 4. Localize INFINI Brand Strategy in China: launch “Challenger” Strategy Re-tell the brand history and what INFINITI is standing for – a challenger in premium market and to create a new definition between car and people. 5. Launch INFINITI Challenger Campaign to engage customers Propose integrated strategy for creating this unique brand experience platform to engage customers and awaken the hidden challenger spirit inside them. 6. 2016 Tecent App Store Brand Launch Campaign Provide strategy for creating a new campaign to reshaping Tencent App Store from a tool for app downloading to a platform for various lifestyle shop in digital age; using SNH48 + Kim Soo Hyun as spokesperson to amplify the campaign effectiveness. 7. 2016 Tecent Mobile Manager Full Year Campaigns Provide strategy for a series of campaigns to keep creating conversation for the brand and eventually surpass 360 Mobile Guard to become the NO.1 brand in the category, including: Tencent Safe Brand Campaign/ IO10 Social Campaign/ Anti-fraud Campaign: the song of Chaoyang residents.



BBDO Worldwide

• United States
• Advertising Services
• 700 & Above Employee

• Senior Strategic Planner

  • Nov 2014 - Mar 2016

  • Responsible for managing the overall planning activities on Mercedes-Benz: including Brand Strategy/ Model Launch Strategy/ Campaign Strategy; • Play the role as Leading Agency to collaborate with other Mercedes partners & vendors to ensure marketing strategy can be truly “transferred” into execution as well as generate effectiveness. Major work within duration: 1. Mercedes-Benz China branding campaign: Help Mercedes-Benz to bring its new brand spirit “the Best” to life in China market trough strong cultural insight and integrated solution. 2. Mercedes-Benz NGCC FAMILY /CLA/GLA/A campaign: Help establishing the market position for Mercedes-Benz’s new generation compact cars through a series of young & engaging campaigns, which has also successfully rejuvenated MB’s brand image to become younger, sportier, more emotional appealing. 3. Mercedes-Benz S/E/C/GLC campaign: Provide strong and powerful campaigns for Mercedes-Benz’s major volume models. Those campaigns have precisely created impact & relevance with both China’s affluent and product key strength, which leads to a significant increase in sales performance. 4. Mercedes-Benz SUV Family campaign: Provide strategy to connect Mercedes-Benz’s adventure spirit with China’s cultural topic – the new Silk Road; the campaign has been inspiring lots of MB’s owners/fans to join our experience and create a big impact in sales.



MullenLowe Lintas Group

• India
• Advertising Services
• 700 & Above Employee

• Senior Strategic Planner

  • Sep 2013 - Oct 2014

  • Become the planning leader for Audi’s planning business with a small planning group of 4 people;• Responsible for managing the overall planning activities on Audi: including Brand Strategy/ ALL Model Launch Strategy/ Campaign Strategy;• As the leading agency, we need to have worked very closely with Audi’s marketing team to help providing regional strategies, dealer guidance, financial activities;Besides Audi, I would also get involved into some important pitches: including Lexus (Lexus Hybrid Drive/NX SUV), Jeep (Cherokee), Dong Feng Auto (Sedan/SUV).

• Planner

  • Jul 2012 - Sep 2013

  Started my career as an automotive planner from this time.Spent most of my time on accepting the new challenges from ZhengZhou Nissian - a very niche market brand mostly known for its high quality pick-up cars, and Audi - No.1 premium car brand in China Luxury Car Market. It's really a tough challenge, especially for Audi, since we have to always offer very practical strategy which should be detailed to the dealer's perspective, and we are taking care of almost everything: all car models(from A1 to A8L/Q3 to Q7/even niche models), the Audi Brand and its Used-Car Brand and After Sale Service Brand.



Publicis

• United States
• Advertising Services
• 700 & Above Employee

• Planning Assistant

  • Jul 2011 - Jul 2012

  Normally I was in responsibility of offering strategic advice and analysis for our clients of a wide range: from TV Shopping to premium real estate, including Feihe Milk Powder/Jiayou Home Shopping/HP SMB/QQ VIP Service/Mercedes Benz Fashion Week/Orenda. While I also attended in every new pitch project of the agency, therefore I've got chance to learn from other different categories and happily share my thinking with those short term visitors, including Renault/TUI(travel agent)/Hainan Airline/HP/Siemens Recruitment Project/ICBC-AXA Joint Venture Launch & Full Year Project/Lucky Lotto/IKEA/LG/GBI. Really feel very thankful for those time, even now.