MindShare steps
<P>ASIA-PACIFIC: MindShare has named Gan Ling Sze regional content business director, highlighting the agency's focus on content advertising. </P>
<P><BR>In this newly-created role, Gan will be tasked with driving MindShare's capacity in the content area. She will head a regional team of five, based in Singapore. </P>
<P><BR>"Having worked in the content sourcing and creation business for nearly a decade, it has become very clear that the large media groups are now in the driver's seat for leading this space," said Gan. <BR>She joins MindShare from Discovery Asia, where she worked as a senior manager for branded content. </P>
<P><BR>Gan will report to Mike Rich, CEO of MindShare Performance Asia-Pacific, the agency's specialist content unit. </P>
<P><BR>Jamie Lord, director of marketing and business development, MindShare Asia- Pacific, said: "Content is growing quickly and we've developed it more than our competitors. In the past, media agencies knew about content, but used it tactically. We are approaching content as a more integrated, strategic solution.</P>
<P><BR>"Content advertising is not just about product placement. There is a fine line to it; too subtle, and you're like wallpaper. But if you're too intrusive, you become a sledgehammer." </P>
by
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05/04/2006
ASIA-PACIFIC: MindShare has named Gan Ling Sze regional content business director, highlighting the agency's focus on content advertising.
In this newly-created role, Gan will be tasked with driving MindShare's capacity in the content area. She will head a regional team of five, based in Singapore.
"Having worked in the content sourcing and creation business for nearly a decade, it has become very clear that the large media groups are now in the driver's seat for leading this space," said Gan.
She joins MindShare from Discovery Asia, where she worked as a senior manager for branded content.
Gan will report to Mike Rich, CEO of MindShare Performance Asia-Pacific, the agency's specialist content unit.
Jamie Lord, director of marketing and business development, MindShare Asia- Pacific, said: "Content is growing quickly and we've developed it more than our competitors. In the past, media agencies knew about content, but used it tactically. We are approaching content as a more integrated, strategic solution.
"Content advertising is not just about product placement. There is a fine line to it; too subtle, and you're like wallpaper. But if you're too intrusive, you become a sledgehammer."
