MSL China appoints Wang Wei digital and social media director

In this newly created role, Wang will further expand the agency’s “Social Hive” digital and social media practice, develop new offerings, and grow the dedicated team of social-media specialists across China from her base in Shanghai.

She will also broaden MSLGroup’s insights and thought leadership through research reports, client workshops and speaking engagements.

Wang will report to Par Uhlin, managing director, MSL China and Hong Kong, as well as collaborate closely with Gaurav Mishra, VP of insights, innovation & Social Hive, MSLGroup Asia and client engagement leaders.

“We are living in a marketplace of communities where individuals engage with other people, brands and organisations in real-time, but only if there is substantial value,” said Mishra. “[Wang's] combination of marketing and digital experience adds depth and breadth of capabilities to allow us to create value and relevance for our clients in the new conversation economy.”

Wang said she was attracted by the agency’s work on IKEA, Alpenliebe, Singapore Tourism Board and other clients, as well as the agency's talents and culture.

Wang told Campaign Asia-Pacific that in China’s current social media scene, one of the biggest challenges for brands is how to adapt to the increasingly fractured media usage and autonomy of choice.  

Speaking of communicating with Chinese consumers through social media, Wang said: “Be really interested in them and stretch that muscle. Don't stop at marketing level of understanding. Know what exactly their childhoods were like, what defines their adulthood.”

Prior to joining MSL China, Wang led brand and digital strategy and implementation with boutique consultancies including Brandigg and Thread Design.

She has more than 15 years of diverse experience in the marketing and digital areas as a client-side brand marketer, an online media entrepreneur, and an agency-side digital strategist. She played key brand management roles for MNCs including Tetrapak, Pepsi and Energizer in the Chinese market.