MediaCom China names Christine Yi head of creative systems

MediaCom China has appointed Christine Yi (pictured) as new head of creative systems. Yi will directly report to Mandy Hou, chief digital officer of MediaCom China, and will work closely with her to enhance brand relevance. Yi started her career at MediaCom, where she held various roles including strategic planning and head of content marketing in eight years.

Returning to MediaCom as the head of the creative systems, Yi will be responsible for applying the data and intelligence capabilities in media investment and management to content marketing, improving the synergy of content and placement to help accelerate the creative transformation of our clients’ brands and businesses. 

MediaCom launched MediaCom Creative Systems in 2021. As part of the network’s new ‘Seeing the bigger Picture’ proposition, creative systems includes a suite of new data-driven creative products based on its existing IP sponsorship and placement business such as entertainment and sports, including addressable creative, which will dramatically improve media performance by integrating addressable creative with addressable media, and creative analytics. This new tool uses AI to understand which ads work and which do not and will take best practice learning from those that do to make client communications plans work better.

Hou said: “I’m very pleased to have Yi join us. She will lead the team to further enhance our creativity and content service capabilities and explore data-driven content solutions. I’m looking forward to working with her closely to empower creative strategy of MediaCom China and help our clients achieve the best marketing effectiveness and business growth.”

Yi said: “It’s great to be back at MediaCom. In the past few years, I’ve been exploring the surf-based lifestyle at the beach, and surfing has taught me that every wave is different. At this time of uncertainty, I hope I can bring the energy given by the waves to content marketing, and work with the team to provide innovative content solutions for customers.”

Meanwhile in Singapore, MediaCom has promoted Ashish Williams to managing director on 25 July 2022. He replaces Archana Ram who has been promoted to global client leader, hydration for The Coca-Cola Company at WPP, according to her LinkedIn. In his new role, Williams will lead the Singapore business and build on the recent momentum, building the agency’s capabilities, with a focus on people, client solutions and product development. 

Williams has spent 14 years at MediaCom across markets, from China to South Africa, and has over 22 years of experience in the industry. He was most recently CEO at MediaCom South Africa. Under his leadership in South Africa, the agency climbed to first place in the market via a methodical focus ensuring talent and technology strategies paved the way to create consumer connections by driving relevant and revolutionised digital products, the agency said in statement. He has also previously worked as associate VP, marketing, media at HSBC India.

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