Lee will be in charge of developing data-driven insights across all paid, owned and earned channels
BestMediaInfo Bureau | Mumbai | January 25, 2017
Mindshare has appointed Charlotte Lee as Regional Client Leader to run the HSBC account across Asia Pacific. In this role, Lee will lead both the traditional business as well as âVulcanâ, the HSBC trading desk, which has been developed under Mindshareâs ever expanding (future adaptive specialist team) FAST.
FAST is Mindshareâs proprietary approach to performance and programmatic marketing â integrating best-in-class data and analytics solutions.
Lee takes over from Sam Selleck, who moved back to London in 2016 to run Mindshareâs global Nestle account. Leeâs role is effective immediately.
Lee will be in charge of developing data-driven insights across all paid, owned and earned channels to deliver a seamless experience in a more relevant and personal way across the complete consumer journey.
Vulcan is one of the most critical parts of Mindshareâs FAST team as alongside several other intrepid blue chip clients they have been pioneering client level trading desks for the greatest possible control of both data and digital execution. The agency has been ramping up their expansion of client trading desks over the past 18 months and is betting big on this being the inevitable future of planning and buying for most advertisers.
Describing Vulcan, Lee said, âWe are developing a completely bespoke technology solution that leverages WPP expertise to consolidate cross channel data, and drive actionable insights to fuel HSBCâs digital transformation.â
Arron Quirk, Global Account Leader, Mindshare, said, âWe are delighted to have Charlotte in team Mindshare HSBC. Her CV and experience is match fit to help us more deeply connect, inspire and deliver results for HSBC across the region. She is without a doubt one of the most experienced, articulate, passionate and digitally savvy professionals in advertising, and I look forward to working with her across the Asia Pacific region, and more broadly in the 26 markets where we represent HSBC.â
With a rich and diverse background in media, Lee has led integrated teams spanning across both brand, ecommerce including search, trading desk and affiliates in Canada, Hong Kong and across Asia Pacific on luxury, FMCG, travel, technology, QSR and other businesses.