Mindshare names Tracy Ta as new Beijing office head

Mindshare China has appointed Tracy Ta (pictured) as Beijing office head. As part of her new role, Ta will also join Mindshare China’s executive committee.

According to the release, Ta is a 14-year veteran of Mindshare. She partnered with the office’s largest client partnership, Yili. Back in 2018, Ta was appointed as the account lead. Under her leadership, Mindshare’s relationship with Yili has been recognised consistently in both local, regional, and international award shows.

MARKETING-INTERACTIVE has reached out to Mindshare China for additional information.

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Commenting on the appointment, Mindshare China CEO, Benjamin Condit, said, “A true homegrown talent of Mindshare, Ta has consistently been a rising star in Beijing for the last decade and a half, building her skillsets and capabilities to eventually lead our partnership with Yili since 2018. I am delighted to see her writing this next chapter of her journey with Mindshare, as she leads our creative, entrepreneurial, and collaborative team in Beijing to the next stage.”

“I am both honoured and humbled by the responsibility to lead Mindshare Beijing. This is a team I have literally grown up with, and I know our brilliant talent are ready to take advantage of the bright opportunities ahead as we create good growth for our clients and the agency,” said Ta.

Back in August last year, Japan Airlines renewed partnership with Mindshare China for five years to 2027. Mindshare China would continue to provide media planning and buying services for Japan Airlines. Japan Airlines applauded Mindshare China’s agility in navigating ever-changing travel restrictions and consumer behavior in the market. 

Separately, MasterKong Beverage reappointed Mindshare China in June last year for media planning and buying services for the beverages business, further cementing the agency’s already eight-year strong relationship with MasterKong. The appointment was for two years and follows a pitch. MasterKong Beverage applauded Mindshare China’s advanced proprietary media tools, integrated strategic offering, as well as its dynamic and diverse talent offering. The brand also highlighted Mindshare China’s creativity, which has earned the agency awards globally.

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