Janie Ma has been appointed as Director of Entertainment Marketing for Ogilvy & Mather Beijing. Ma, who previously served as Executive Vice President at Beijing Reach Glory Communications, will be leading the business operations and offerings. Ma plans on using Ogilvy’s Branded Entertainment Assessment Model (Ogilvy BEAMTM). This model allows for the measurement of branded entertainment programs, and could ultimately increase the value of branded entertainment.
Colleen Cheng, SVP and National Group Director of Corporate Marketing, Ogilvy PR/Beijing says, “The entertainment industry in China is booming as more Chinese companies seek to increase their brand awareness through entertainment marketing. Seamless content integration now requires a diverse mix of industry resources and deep knowledge in entertainment. With a strong background in fashion, lifestyle and the entertainment industry, Janie has sharp instincts on how to blend in clients’ branded content and breathes fresh insight on measuring effectiveness.”
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You can read BEAM here: Making magic, using logic: the Ogilvy Branded Entertainment Assessment Model™.