Embracing change with a youthful attitude and sense of mission:

I have been engaged in integrated marketing for 22 years and have witnessed the evolution of the industry.

I learned about the industry when I was a member of the student union at college and aspired to start my career in it. Cars have always been my passion and I have been fortunate to work with clients in this field for many years.

I think there are two keys to a successful career in integrated marketing: (1) the passion to do better, to not be ordinary and, (2) a sense of mission to exceed clients’ expectations—and to keep exceeding them.

I think these two points help one to stay young. Youthfulness, I believe, is all about attitude—a willingness to embrace change—rather than age. I want to always be ready for anything and to welcome the new future.

In the past, integrated marketing focused more on form, but it has undergone tremendous change in the past few years. The acceleration of the digital era poses diverse challenges to the advertising industry. Advertising requires not only providing information but also the co-creation and experience of brand and product content. Implementation will no longer just be offline; it will be a fusion of various new online and offline DX scenarios. Integration is the use of knowledge, experience and resources and the integration of both real and virtual communication channels.

In response, we must keep abreast of the times, leverage 5G, AI, cloud computing, big data and other DX technologies, make full use of new channels and scenarios, and add new dimensions to our integrated communication design and implementation services.

Roles and titles current when this article was published in May 2022.