GroupM's Eve Lo resurfaces at Isobar China as brand strategy head

Isobar has set up a data mining team under Lo to marry real-time digital data from multiple channels with traditional brand tracking and measurement capabilities under mature methodology. 

"This means brands and businesses can be much more agile in responding to consumers' true and unspoken needs," Isobar China CEO Jane Lin-baden told Campaign Asia-Pacific. "The reality is that traditional brand tracking strategy is often made by consumers' claims, not their behaviour, which makes it difficult to reflect underlying issues."

Lo was appointed GroupM's chief knowledge officer in February 2012, responsible for the network's knowledge management initiatives such as the Shan Hai Jin (research of lower-tier cities in China), and left in June this year.

Prior to that, she was the owner of Insight Lab, a brand consulting firm, and also held several directorial roles at Leo Burnett, K G Telecom, Ogilvy & Mather, JWT, Unilever and Lintas.

The Taiwanese native has 28 years experience in brand management, market research, organisational learning, and business consulting. "In the digital era, consumers are not just users of brands, but also designers of products and services. Their brand experience doesn't just start from using the products and services but is accumulated through all touch points," she said.