Cindy Yan Chan
CHIEF STRATEGY OFFICER
FOCUS MEDIA GROUP
Never before has New York Festivals assembled an Executive Jury panel of this magnitude and executive level. The 2018 Executive Jury, is an elite dream team of Global Chief Creative Officers and C-Suite creative executives. Words like iconic, visionary, accomplished and influential, come to mind when describing these prominent award-winning creative leaders. This April they will assemble in New York City for 4 days of live judging across all mediums—one panel of advertising giants, 30+ strong, all coming together to select the World’s Best Advertising®.
Cindy Yan Chan is Partner/Chief Strategy Officer for Focus Media Group, China. She joins this year’s Executive Jury with over 20 years of advertising experience. Cindy joined Focus Media (China) holdings Co. Ltd, the largest lifestyle media group in China in 2005, as Chief Strategy Officer and in 2017 she was selected as a Focus Media Group Partner.
A top management team member, she is responsible for integration of acquired companies into Focus Media, privatization from NASDAQ and IPO in China's stock market. Cindy excels in management and has served more than 3000 brands, such as Benz, BMW, Apple, Samsung, Siemens, Unilever, P&G, Baidu, Tencent, Alibaba, JD, etc.
Cindy has been dedicated to the China media market for decades. She was one of the first Chinese top managers to work in international 4A group and is a China media market professor, contributing media insight, consumer insight and market insight.
With KantarMedia Research, she pioneered Infosys OOH Assessment System, the 1st in the world outdoor TV audience rating system. She also teamed up with Millward Brown and promoted MixReach system, the first multi-screen assessment tool in China, which evaluates media effectiveness across screens from home TV, outdoor TV, pc to mobile.
Being a Juror:
New York Festivals: Why did you decide to accept the invite to NYF’s Executive Jury?
Cindy Yan Chan: The New York Advertising Festival is one of greatest advertising awards in the world. I feel very honored and pleased to be invited to be the jury of this year. It is a high recognition of the Chinese advertising market and the work I have been devoted into nearly 20 years. I also hope to learn more from other great juries in this journey and bring it back to China to share with equals.
Working in Advertising:
New York Festivals: The world may have changed since you started in the business. What kinds of accounts were you working on back then vs. now?
Cindy Yan Chan: I have worked in public sectors for 10 years, mostly about the labor force and formulation of relevant regulations. And then I moved into media and advertising industry, where my first experience is deputy GM of outdoor department, Zenith China. After working in this global company for 5 years, since 2005, I turned to a private sector (Focus Media) as the chief strategy officer. I am fully responsible for the development strategy, product and pricing strategy, media planning, data system development, media research. In 15 years, I and my team has served thousands of customers like P&G, L’Oréal, LVMH, Benz, Nokia, HSBC, McDonalds, J&J, Baidu, Tencent, Alibaba, JD.com and so on.
New York Festivals: What do you look for when hiring new talent?
Cindy Yan Chan: Concentration or it can be called Focus. With the full energetic, you can do everything well, especially for newcomers. Take action, to motivate yourself of what you really wanted for. Keep on pursuing progress every day, every minute, and soon the success will find you naturally.
New York Festivals: What’s the toughest part of your job? Favorite part?
Cindy Yan Chan: Innovation and progress are challenges that every company has to encounter.
As a partner of Focus Media Group, I am in charge of the development strategy of the whole group and I need to be at the forefront of the industry, to be aware of the changing trends of media, consumers and markets, to understand the latest technology, and to apply it to the business. Of course, this kind of continuous learning, the updating of the knowledge structure, is my favorite part.
I worked with Kantar Media to build China’s first outdoor TV rating Infosys OOH evaluation system. It has filled the blank of the China market and has been the first system to measure the ROI of multi-screen placement in the industry. In conjunction with Millward Brown, we launched Mix Reach system, which is the first cross-screen research including TV, Internet, Mobile and OTT.
At present, I am working on big data, how to open those complicated online codes into the marketing system to make the truly use for our customers.
This and That:
New York Festivals: How do you find balance (or do you?) between your high-powered job and life/family/outside of-work fun? Any ‘secrets’ you can share?
Cindy Yan Chan: Usually my work is very busy, and travel overtime is the norm. Luckily, I have a thoughtful gentleman husband, a pair of lovely children. So, besides the work time, I spend the rest of my time staying at home. I’d like to spend my time with my family, my husband, to take care of the life and education of my two children. I barely do social workshops. Although this kind of life might be sound like boring, but as a wife and mother, you know what, I fully enjoy it.