Benjamin Li
Jan 28, 2013

Mindshare Hong Kong selects Nokia's Tracy Cheng to lead L’Oreal account

HONG KONG - Mindshare Hong Kong has appointed Tracy Cheng, ex-head of marketing of Nokia Hong Kong, to be its new deputy leader and account lead for L’Oréal account.

Cheng: I can provide a fresh angle on L’Oreal brands.
Cheng: I can provide a fresh angle on L’Oreal brands.

Cheng (pictured) joins Mindshare from Nokia Hong Kong, where she was worked for more than eight years, rising from category manager in 2004 to head of marketing.

In 2012 Cheng took on the role of head of activation for Nokia in North Asia, during which time she looked after Hong Kong, Taiwan and Korea, according to Mindshare. In this role she led strategic go-to-market projects covering the launch of Lumia 800, 900 and 610.

Cheng has more than 15 years of marketing experience on the client side. Prior to Nokia, she worked for Shell Hong Kong and British Petroleum. "This is the first time I take part in an exciting industry agency," Cheng said.

Cheng told Campaign Asia-Pacific that, "with integrated marketing experiences, even though I’m fresh to the media industry, clients are looking for integrated solutions. Especially with my mobile career background, this can help to amplify the core message in social and digital areas. We are always talking about multiple screens of PC, mobile and tablets."  

In the competitive cosmetic and skincare category, Cheng said her challenges will include how to effectively utilize different communications methods not only to raise awareness of the brands, but also to drive customers to the retail space and to making a purchase.
Cheng added the Hong Kong retail business has great potential, thanks to bullish demand from Mainland tourists. "PRC customers are looking for different products and brands," she said. "Our jobs are looking for synergies for different regions in China/Hong Kong to maximise the advertising impacts."
She also cited men's skincare as a fast-growing category.
"As a female consumer, I have started using skincare products since I was born, and with my career background in integrated marketing solutions, I could provide a fresh angle to look at different L’Oreal brands."
Mindshare has worked with L’Oréal for more than a decade. The account has operated under a separate Team L’Oréal structure that draws on the Mindshare network but retains its autonomy and dedicated beauty marketing specialists, though ZenithOptimedia also handles some of L'Oreal's media business.

Some of the key brands that Mindshare is responsible are Lancome, Biotherm, Shu Uemura, Giorgio Armani Beauty, YSL Beauty, Kiehl’s, L’Oreal Paris, Maybelline and Vichy. According to admanGo, L’Oreal group's monitored media spending in in Hong Kong in 2012 was US$258 million (HK$2 billion).

Asked for thoughts on someone without agency experience leading an agency, one 4A agency head in Hong Kong reacted positively. "I think it is good to have client to move to agency," this source said. "We need to understand client's business and how to run the business with more marketing sense and experience."

Paul Gibbins, Leader, Mindshare Hong Kong, said “Tracy has an exceptional understanding of all forms of marketing communication. It is no secret that her knowledge of mobile, retail and social is first rate. These are all key channels that clients in Hong Kong need to succeed in. No doubt her expertise will benefit us and our clients tremendously.”

Campaign China

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