ME52-55: Consumer is Boss

Having worked in many major cities in Asia managing media planning for global companies, Aimee has settled in Shanghai to really be where the action is at. Her background in traditional media has given her an "outsider" view of how fast digital media is growing.

Aimee Hung

Planning Director

Maxus Global ( A GroupM company)

What site(s) do you have to visit every day for Marketing new?
A local site called Madisonboom, for information on China's freshest advertising, media and PR landscape.

What site(s) do you go to at least once a day for fun and inspiration?
Facebook, and some local SNS sites ( Social Network Service)

Greatest skill a good Marketing professional requires?

Understanding consumer

What's the recent "it" Marketing phrase/trend of the moment that you hear almost every day and what does it mean for the industry and the marketplace?

Digital is the trend, meaning everything's going digital, including all platforms, the way people interact with all sorts of media and content.

There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?

Going digital

What is essential NOT to do when it comes to your area of Marketing specialty?

Traditional way of thinking. Sticking to traditional way of marketing.

Can Marketing ideas travel across continent and languages? Does globalization work or is localization more effective?

Yes, marketing ideas can travel across continents, however, the idea should be applicable to the local culture

Best piece of advice you have received professionally or personally?

Always relate yourself with the consumer; think in their shoes

Growing up, what was the first think you can remember wanting to be?

To be an actor or to be within the entertainment field

What is a recent campaign/ presentation ( not from your own company but your field of marketing) that you admire, and why?

McDonald's. I think what's most important is to really understand what your consumer needs are. A campaign should always relate and engage the consumer. Ultimately, the consumer is the boss in the end.

Is Marketing more of an art or more of a science?

I think both. Sometimes it can be an art in a sense that you are selling a concept, whereas it can also be a science where you have lots of formulas to follow.