Olivia Parker
Jul 10, 2019

Carlsberg commercial chief: 'Asia is not following, it's leading'

In her last few months before leaving the group for Beam Suntory, Jessica Spence discusses global drinking trends, the changing role of agencies and Asia's still-unrecognised role in global business.

Jessica Spence

Jessica Spence is used to watching American and western Europeans’ “eyes light up” when she talks to them about China’s digital ecosystem, including the ways customers engage with brands through mobile and the closely linked social media and ecommerce systems.

“They’ve never seen anything like it,” explains the chief commercial officer for Carlsberg, speaking to Campaign at Rise conference in Hong Kong. With the brand for seven years, Spence has spent four of those living...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
or call+852 3175 1913


Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Keith Weed joins WPP board
5 hours ago

Keith Weed joins WPP board

Weed retired from Unilever in May.

'I’ve moved money—a lot of it—from traditional advertising to experiences': Mastercard CMO
14 hours ago

'I’ve moved money—a lot of it—from traditional ...

"Advertising is dead. Advertising is all about storytelling—so I say storytelling is dead. The future is storymaking," says Raja Rajamannar.

Asia-Pacific’s market maturity challenge: no common ground for performance, viewability, fraud
14 hours ago

Asia-Pacific’s market maturity challenge: no common ...

A lack of consistent reporting around common industry issues could be hampering advertising growth in Asia-Pacific, according to the IAB.