Lyn spent 12 years as a client-side marketer for brands including L'Oréal, Heineken, Nestlé and Pillsbury. Prior to taking on the new role, she was media integration director of L'Oreal Taiwan. She also spent a few years at GroupM sister agency MEC where she was executive deputy general manager for their Taiwan operations.
Based in Taipei, Lyn will lead the agency’s Taiwan operations, working to drive the agency's 'adaptive marketing' agenda forward, with particular emphasis on digital leadership, strategy and the role of data in delivering quantifiable results for clients, according to Mindshare.
Lyn told Campaign Asia-Pacific that a system designed to improve media planning and buying efficiency, as well as implement an ROI benchmark, made her decide to come back to the agency side, as she hoped to provide this type of strategic support to many different clients.
“I like to deal with situations and offer strategic inputs to different industries and categories,” she said. “I like to implement new, breakthrough ideas for different clients, which is why I missed the nature of agencies.”
Lyn said her goal is to make Mindshare the country's top agency. To achieve that, she will leverage Mindshare’s adaptive marketing approach, which is essentially using all the fast-moving data available to the agency in order to optimise campaigns while they are live. “We believe that this is the future of planning and this will have an impact on the overall ROI for all of our clients,” said Lyn.
Ashutosh Srivastava, Mindshare APAC chairman, also said the way of planning and buying media must change as the line between what’s digital and what’s traditional continues to blur. “Critical to making this succeed is understanding and integrating how brands manage their paid, owned and earned media with Mindshare’s newly rolled out adaptive marketing approach,” he said.