Feng, 29, worked at local media agency Firstell for more than seven years, during which time she played an integral role in setting up the company as a media broker and later developing it into a full-service advertising agency. "I was the first employee there seven years ago, servicing the business and setting up the branch offices," said Feng. "As a media broker, we cooperated with print media and TV for programming to maximise the work scope. In the tough market, there were two ways to survive and beat the competition. One was as a media sales company and the other as a full-service company."
The agency went on to form an alliance with CIA and was later acquired by WPP.
According to Quinn Taw, managing director at MindShare Beijing, Feng is among a handful of local advertising executives to take a management role at a multinational agency. "(Feng) has the experience with the local industry and she is one of the young senior professionals in the market.
It's rare for the 4As to hire a local (executive) and the two operate very separately. But Feng has deep experience in media and solid brokering contacts. She brings a good, holistic view and is good with strategy, event integration and syndication," said Taw.
With Feng as general manager, Firstell opened three offices in China with more than 90 employees, including 40 staff based in Beijing. "It now pulls in RMB240 million (US$29 million) in billings, and over 65 per cent of billings are from the Beijing branch, which increases at about 20 per cent annually," said Feng.
At MindShare, Feng will handle the Ford and Craft accounts.
She added: "As the industry continues its development and international practices are rapidly adopted by domestic companies, I believe that there will be a great demand for individuals that are well versed in international practices and are also familiar with the domestic market to service the diverse clientele in the market."
