Paul Lau

Name: Paul Lau
Chinese Name: 刘嘉扬
Title: Head of Digital
Company: Mindshare Beijing
Years in China: 11
I consider myself to be a digital native because:
“Digitality is not a birth-right, but instead a product of cultural capital” — Pierre Bordieu . Most of us are not born digital. Being a digital native is something that has to be earned every day. Only when it becomes a part of our culture, competencies and knowledge every day do we become digitally native.
My career highlights:
My digital journey is akin to Edward De Bono’s ‘Six Thinking Hats’: from a digital agency, where I led integrated projects for Pepsi, Lipton, Clean & Clear, to media sales and product development in Tom Group, working on the NBA.com relaunch in Greater China and spearheading mobile app platform Favspot’s launch in Hong Kong; to heading a digital team at a leading media agency, Mindshare, pushing digital acceleration with Nestlé China.
Professional mission:
SMART: Simplicity. Measurability. Adaptability. Responsiveness. Transformation.
The best thing about my job is:
Learning something new every day
Personal mantra:
Be humble in front of digital. Be brave to ask anything digital. Be simple when you are working digital.
My proudest achievement is:
Selling through the idea to the toughest clients.
The secret to my success is:
Always be positive with sense of humor.
The trends I'm watching in China are:
Mobile eCommerce; mobile DSP; next hot content.
The most significant development in China's digital scene is:
The rise of online video redefines the concept of TV, making content available everywhere. Content and TV are still very big in China and with the changes in the vendor landscape in this area I think it’s still something that we are grappling with.
What technology do you consider most important and why?
WeChat has redefined our ecosystem and really shaken up the digital landscape.
My favourite digital campaign is:
The Kleenex ‘Catches Cold’ campaign, the best award-winning example of adaptive marketing via integrating real time data and relevant content.
Challenges I'm seeking to overcome this year:
How to optimise multi-channel investment. We all talk about it, but making it something that is truly SMART is very hard work.