Woodward, who assumes the new title of regional investment director, will now implement initiatives he introduced for MindShare offices in China, strengthening links between media buying and advertisers' internal performance measures.
"The most important thing is to ensure that promises are delivered to both clients and media owners," he said. "With the onset of more and more media auditors in the marketplace we need to extol our existing virtues, which are open, accountable delivery."
Woodward will also be looking at increasing content deals as well as exploiting regional media buys. "We don't do enough of that now," he said. MindShare has named former GM of Group M Trading in China, Lisa Wei, as Woodward's replacement in Shanghai.
