SHANGHAI: MindShare has hired a consumer insights director for China as part of a staffing up and revamp of its research department.

Peter Tan, who has 10 years’ research experience, joined MindShare on February 1 as part of an ongoing investment to strengthen the agency’s planning and buying capabilities, according to China chief executive Chris Walton.

Tan, who worked in China in the mid-90s with Zenith Media, leads the newly-renamed consumer insights department, which has doubled in size – from six to 12 – since Walton took up his China role almost a year ago.

“The change symbolises the recognition that investing in consumer insights in a way that it impacts media is the way forward”, said Walton. He said Tan would look at ways to maximise syndicated research, while also developing proprietary research to address client issues.

By: MBSTAFF


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