Janie Ma replaces Didi Zhang as Ogilvy's entertainment marketing director

Ma will lead the unit’s entertainment operations and offerings,,which include brand strategy through multimedia platforms, product placement in films and TV programs, customised branded content development, celebrity and talent endorsements, sponsorships, cross-industry promotions and PR events.

Entertainment measurement will also be a top priority for Ma, who will localise Ogilvy’s in-house assessment tool to measure the effectiveness of branded entertainment programs.

Before O&M, Ma last served as executive vice president at Beijing Reach Glory Communications. Prior to that she worked with the luxury marketing team at Ogilvy Public Relations, also based in Beijing, from 2005 to 2007. She has also had stints at Hill & Knowlton and Ever Bloom in the luxury and fashion sectors.

In March this year, JWT also launched an entertainment division, JWT Entertainment, with similar offerings for brands in a strategic partnership with Filmworks China Entertainment Marketing.