The appointment is part of a 'concerted effort' by IPG Mediabrands to champion the idea that 'data, content and technology are auguring new business models, new marketing frameworks, fresh trading paradigms and new category futures', according to the company.
The newly created interdisciplinary role is meant to serve as an 'integrating point' between content, data, and technology, Tan told Campaign Asia-Pacific. The division will look for new opportunities by taking into consideration the entire consumer purchasing process, loyalty, and advocacy, she added.
In other agencies, there's "no one nucleus that puts all these elements together by looking at consumer insights first," she said, calling the offering a "one-stop consulting solution" for like-minded clients.
Tan will report to Prashant Kumar, president for Asia world markets.
“For most brands today, Asia is the growth engine and the region truly has the opportunity to leapfrog the traditional market and category development curves," Kumar said. "Janice’s deep and diverse experience at the cusp of online and offline, creativity and systems, marketing and commerce is the right mix to lead step change for clients’ businesses.”
Tan returns to Mediabrands, where she worked from 2006 to 2008 as regional director of business planning at UM. After that she served as general manager and regional vice-president of Publicis Groupe VivaKi-Digitas Southeast Asia. Most recently she headed the performance marketing network Acronym Media across Asia-Pacific.
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