Sophie Chen
Jul 24, 2013

Mindshare appoints L'Oréal's Winnie Lyn as Taiwan MD

TAIPEI — Winnie Lyn, a GroupM veteran, has rejoined as managing director of Mindshare Taiwan, effective on 1 August.

Winnie Lyn

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.


Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Just Published

Premium addresses desires of advanced Japanese travellers
1 day ago addresses desires of advanced Japanese ... is aiming to differentiate itself in Japan’s travel platform space by focusing on specific interests, beginning with food.

Data: China's advertiser-agency relationships
1 day ago

Data: China's advertiser-agency relationships

Reflecting the ongoing global debate on agency rebates and media buying mark-ups, we take a renewed look at the sixth wave of R3 and SCOPEN’s biennial Agency Scope study, 80.8 percent of marketers in China score media planning skills as their most demanded characteristic of their ideal media agency; and award-winning skills the least.

CASE STUDY: How Meritus Hotels & Resorts transformed email engagament
1 day ago

CASE STUDY: How Meritus Hotels & Resorts transformed...

Meritus Hotels & Resorts needed to expand its reach and get better at managing customer engagement and marketing via email.