|Years Working in China:||9|
Collins specialises in strategy, creative thinking and innovation in bringing global sports, entertainers and destinations to China.
His first company in Australia sold perfume. Then in 2007, at the age of 27, Collins acquired Mailman, one of the first foreign-owned advertising agencies in China, and transformed it into a digital agency.
Mailman uses digital strategies to help global sports teams and leagues, tourist destinations, retailers and major personalities to connect to the China market.
In 2014 Mailman brought the UFC to digital China, launched Macy’s across social media and secured an official sponsorship for Liverpool FC.
Mailman was the first to launch a Premier League football club on Chinese social media, promoting the Manchester United sell-out tour in 2012, brought the first-ever AFL tour to China and transformed the BrandUSA China online platform. The agency has launched more than 100 Hollywood celebrities on Chinese social media.
Collins makes a point of ensuring he loves what he does. He enjoys sport in all forms and his enthusiasm for it has been a huge factor in the success of Mailman.
He believes in putting long-term relationships ahead of short-term financial goals and investing in the people he hires.