MediaMind’s Monthly Newsletter – The Feed – paid tribute to the eye-catching campaign for Mazda that dissects the publisher page with fast-moving robotic arms. Click here to see the full newsletter.
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 Mazda 2 Homepage Takeover with Synchronised Units
Advertiser: Mazda Country: UK
Julian Poole – Senior Producer at JWT UK |
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Caleb Hill, Senior VP Global Account Measurement and Operation, MediaMind shares the vision of advertisers sharing brand messages across multiple devices with increased accountability and engagement at iMedia.
Editor’s Note: This article originally appeared in iMedia by Gretchen Hyman.
“In a presentation titled the “Convergence Collision,” MediaMind’s global director of media innovation, Dean Donaldson, dazzled the Spotlight audience at the iMedia Agency Summit by highlighting the quickly approaching turning point in digital’s history as television and mobile technology converge in the most optimum way for consumers and advertisers alike.”
MediaMind is pleased to introduce you to Benson Ho, MediaMind’s new Country Manager in China. He recently spoke with the Creative Zone blog about the market in China and his plans to expand MediaMind activity in the region.
MM: Tell us a little about yourself – how long have you been in the industry?
BH: I am originally from Hong Kong. Prior to joining MediaMind, I was an entrepreneur with my own companies that focused on system development, digital campaign optimization, SEM/SEO, e-marketing research and consulting for 9 years. I have also worked with Microsoft, Seagate and Modem Media as a project manager, QA manager and CTO for the beginning 9 years after my university studies.
MM: What are the biggest challenges facing the online advertising market in China?
BH: The biggest challenge is to spread the true benefits of best practices across the e-marketing ecosystem in China. In other words, merging different cultures together has never been the easiest thing to do in our history.
MM: What advice do you have for international brands interested in running online advertising campaigns for the first time in China?
The words “China localization” may seem easier than it is for most global companies who have a lot of real experience in building their businesses successfully in other countries. Global brands may think China is just another country; every country manager thinks their country is unique. But after the first few years of being in the market, brands will agree that China is very different. Understanding the differences can be a good start. Being patient and continuing to ask deeper and rational questions about the reasons behind the differences will help us to integrate ourselves into the society and to find the solutions.
MM: What will be your initial goals for MediaMind operations in China?
BH: I plan to focus on three areas:
MM: Anything else?
BH: It is always fun and exciting to face new challenges when we take on a new role. Different KPIs from both internal and external parties will come naturally, formally and informally. But, the most important thing is to enjoy this journey, make good friends and give my support to this e-marketing initiative.
The creative team at JWT put plenty of zoom-zoom into this smart homepage takeover in which robotic arms deftly deconstruct and reassemble the entire page to showcase the new Mazda2, itself newly reassembled with less weight and more zip. Developed with the brand’s fun-to-drive spirit in mind, the takeover was created to promote the model’s new slimmed-down design and slimmed-down pricing for the UK audience.