Chris Maier

Name: Chris Maier
Title: Head of Media and Digital, Greater China
Company: Millward Brown ACSR
Years in China: 6
I consider myself to be a digital native because:
I have been in the media and digital field for more than 10 years. I work with digitally progressive dotcom companies like Tencent, Google, Facebook and advise them on their multi-digital-channel efforts. I work with digitally progressive companies like L’Oreal, Coke, Unilever, P&G and consult on their media and digital strategies. My knowledge of digital expands into marketing and media and how digital marketing and its myriad channel fit into multimedia marketing strategies. I understand the value of different digital platforms and how good marketing and media planning can leverage digital platforms well. Most importantly, I understand the consumer and their motivations for using digital.
My career highlights:
Weber Shandwick — Foote Cone and Belding: helping Levi Strauss and Signature by Levi Strauss building their digital assets; Dynamic Logic: evaluating digital campaign performance across a range of Forbes Top 500 companies — Millward Brown Media and Digital: consultancy in building and evaluating marketing and media strategies for top clients and their integrated campaigns.
Professional mission:
To ensure the advice and consultancy provided is honest, impartial and business impactful.
The best thing about my job is:
Meeting top level marketing and media stakeholders, understanding their challenges, learning from and sharing insights with them.
Personal mantra:
Give 110 per cent and ensure your mark is left that reflects your own personal beliefs and values.
My proudest achievement is:
Having the good fortune to experience so much in learning about our clients' challenges (and fears) and helping to positively impact their businesses. Critically, being able to work with so many talented individuals at my own company day-in-day-out. It gives me a reason to come to the office each day.
The secret to my success is:
Remaining humble and open-minded to the different points-of-view of others and manifesting that into a clear and meaningful direction.
The trends I'm watching in China are:
Mobile, mobile, mobile! How do our clients look to investing in this area in their business infrastructure, marketing and media
The most significant development in China's digital scene is:
The open, incredibly fast-moving competition in all areas between giants Baidu, Alibaba, Tencent and others.
What technology do you consider most important and why?
For 2014, mobile. Chinese consumers are doing all and everything on mobile devices now and it's changing the business, marketing and media consumption game.
My favourite digital campaign is:
Coke's 'Meals' campaign that ran in 2013, leveraging TV, digital, OTV and OOH media. What made this so successful, in my mind, was it speaking to the consumer and the right places, right moments, in the proper contexts and with creative that drove the socialising and meal consumption atmosphere. Specifically, the digital OOH advertising placed in critical social and food consumption moments (in an outdoor shoppping mall, where friends are likely to interact and gather for dinner), drove strong value from both a consumer relevance perspective and a brand enhancement perspective. Brilliantly taking the fundamental tenets of good marketing into play: How to leverage ecommerce and mcommerce to the ever-thirsty and convenience-wanting consumer, especially into lower-tier markets.
Challenges I'm seeking to overcome this year:
Staying ahead of the fast moving China landscape and its innovations.