Branding Planning Director
Shanghai, China

McCann Erickson is the world’s largest advertising agency network. We operate 180 offices in more than 120 countries and boast a client roster that includes preeminent global marketers and many of the world’s most famous brands.

As part of McCann Worldgroup the world’s leading marketing communications group, we create integrated marketing solutions that transform brands and grow our clients’ businesses.

We want to build on our reputation through strengthening the talent across all of our teams and further deepening our unique culture.

McCann Erickson has created some of the best-known most iconic advertising campaigns of the last century. Today, as innovation moves across every boundary from disciplines to geography to the state of consumer relationships McCann continues to define the direction of the advertising business as a whole.

The McCann Erickson family of agencies is now one of the world’s largest and most integrated and coordinated global marketing networks.

WE ARE LOOKING FOR- Local Chinese (oversea experience preferred) with strategic output written and presented in Chinese.

  • Solid brand / business planning experience for Automobile, Youth, Local clients. Innovation and NPD experience. - Depending on the level of the role, we seek strategic talents with 10 years of solid strategic planning experience of at international 4A agency.
  • Digital / social agency experience a plus. You are responsible for leading strategy for MWG client brands, across different MWG disciplines.

    This key role will be responsible for partnering closely with our account and creative teams to lead creative strategy on assigned accounts and maintain positive client relationships.

    You'll make sure our team is acting as resident consumer experts, developing insights that are actionable and inspiring for clients and internal teams.

    You will define how a particular strategy can help a client add value to their business, and inspire creative teams in order to achieve this.

    You use research, trends and data on markets, consumers and culture to help identify and craft inspiring briefs.

    Key Responsibilities

    Develop strategic directions that lead creative teams to solutions that delight the client whilst exceeding the agreed performance objectives Become a "warehouse" of rich understanding of customer insights -

    understand the mind-set, motivations, lifestyles and belief structures of based on target behaviours, motivators and barriers, for use in all work Be a source of new ideas and inspiration.

    Proactively leverage insights and funnel them into actionable recommendations - not just for existing projects, but new ways to look at the client's business Push for excellence in all aspects of the work strategy, idea, execution and performance evaluation Establish performance metrics for our solutions and measure these to prove their effectiveness Establish MWG as a trusted, deeply valued partner of clients when it comes to digital thinking Lead visible initiatives that will position MWG to be at the forefront of planning and strategy Make recommendations to clients on whether research is required, interpret research findings, and translate strategic insights into compelling creative ideas that deliver results Working collaboratively with agency partners, design, develop and help populate bespoke channel planning solutions for integrated campaigns Develop expertise of using McCann knowledge resources like Truth Central and turn data into provocative strategy for client brands Champion McCann culture, values and way of working amongst team members

    Knowledge & Experience

    Master Degree in Management, Bachelor Degree with strong pedigree experience Global exposure, international experience with local cultural understanding and sensitivity Demonstrate ability to transform consumer insights into powerful creative platform and carry through all execution touch points.

    Proven expertise in insight mining, creative briefing, working closely with creative teams, building / selling creative work.

    Strong understanding of culture and social media usage across multiple Asian countries Research fluency and ability to turn information into insight Proven expertise in insight mining, creative briefing, working closely with creative teams, building / selling creative work.

    A natural born creative planner (Creative minded) Passionate in driving fame Hungry to learn new things Proactive in taking ownership Team player and can steer audience in the room Opinionated, original thinking Able to lead / inspire both creative and junior planners Multi-

    tasker, can handle stress and intensive workload Not arrogant / big ego Extrovert preferred (not necessarily extrovert in the personality test) but flexible / expressive when needed

    McCann Erickson

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