ASIA-PACIFIC – BEIJING, AUGUST 10, 2012: Ogilvy & Mather Beijing has appointed Janie Ma as director of entertainment marketing, the agency’s multi-disciplinary unit. Ma replaces Didi Zhang who departed the agency earlier this year.
Ma will lead the unit’s business operations and offerings which include brand strategy building, global entertainment resources, and products integration through multimedia platforms, brand and product placements in films and TV programs, customized branded content development, celebrity and talent endorsements, brand sponsorships, cross-industry promotions and PR events.
Entertainment measurement is a top priority for Ma who will localize Ogilvy’s Branded Entertainment Assessment Model (OgilvyBEAMTM), a tool that establishes a framework to effectively plan and measure branded entertainment programs. The model addresses the industry’s need for measure accountability while increasing the value of branded entertainment in the marketing mix.
As more Chinese companies seek to increase their brand awareness through entertainment marketing, Colleen Cheng, senior vice president and national group director of corporate marketing in Ogilvy PR/Beijing, said, “With a strong background in fashion, lifestyle and the entertainment industry, Janie has sharp instincts on how to blend in clients’ branded content and breathes fresh insight on measuring its effectiveness.”
Before joining Ogilvy & Mather, Ma last served as executive vice president at Beijing Reach Glory Communications. Before that, she worked with the luxury marketing team at Ogilvy Public Relations/Beijing from 2005-2007 and also had stints at Hill & Knowlton and Ever Bloom, where she accumulated extensive brand management experience in the luxury and fashion sectors.
