SHANGHAI - Building on the success of MediaWorks, which is now in its 11th year, Campaign Asia relaunched DigitalMediaWorks this week in Shanghai.
Chaired by Bertilla Teo, CEO of Publicis Media Greater China, and conducted in Mandarin, the course was tailored for rising stars within digital marketing in China, incorporating TED-style presentations by digital specialists.
The aim of the training is to simulate a 'real-life' agency pitch scenario, with a leading brand presenting a brief at the start of the day, and delegates working in teams with agency heads as mentors to come up with a proposed media strategy to present to the client at the end of the day.
The client name and details of the brief are not revealed until the day of the event. This time the brief was for Coca-Cola’s media strategy for Chinese New Year 2017. The 73 delegates were split into seven groups that worked against the clock to come up with ideas, with a specific focus on digital strategies. The teams took it in turns to present to a client judging panel in a boardroom, and the winning team was then asked to present its pitch again to the rest of the delegates.
The judging panel, consisting of CMO Shakir Moin and media planning director Laura Xu from Coca-Cola China, gave delegates constructive feedback along with case studies and examples of what has and hasn’t worked for Coca-Cola in past campaigns over the last 18 years.