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>