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Hires, Wins & Business
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ZANADU Appoints Ogilvy China Veteran Joyce Chang as CMO

Ogilvy & Mather Asia Pacific, 4 months, 2 weeks ago

Chang was most recently managing director at PLUS

ZANADU Appoints Ogilvy China Veteran Joyce Chang as CMO, China’s premiere lifestyle and luxury travel platform, is pleased to announce the appointment of Ms. Joyce Chang as Chief Marketing Officer, leading the company’s mission to maintain leadership in China’s high-end travel section, lifestyle media and virtual reality travel contents through continuous innovation and service. 

Based in Shanghai, Joyce will oversee ZANADU’s all branding and marketing initiatives, including brand strategy, marketing strategy, public relations, media, digital and retail marketing. She will report directly to Chief Executive Officer Zan Wu. 

Joyce Chang has over 20 years of extensive experience in brand and marketing strategy as well as integrated communication practices across various disciplines. Prior to joining ZANADU, she has held senior management positions in major Advertising and Media agencies like Ogilvy & Mather and GroupM. She was Managing Director of both Ogilvy & Mather’s Beijing and Shanghai offices, managing large global brands like Chanel, IBM and Coca-Cola across Greater China, as well as building local brands like 361 degree and Stella Luna. Most recently, she established and served as Managing Director at PLUS, a WPP specialist agency focusing on luxury brands managing CHANEL’s communication and media business across Greater China. Joyce has a passion for travel and interior design. In 2011, she took time off to study interior design in Paris. 

“With the rapid growth of ZANADU’s business, the expansion of our brand awareness and the advent of a large consumer upgrade’s market,we place even more focus on our brand strategy and integrated marketing efforts to effectively define and communicate the ZANADU brand message to the public, maximizing brand awareness among our target audience.” Says Wu, “during her 20 years of experience, Joyce has a remarkable track record in business strategy and marketing excellence, managing top global brands’ China marketing campaign as well as helping local brands achieving global success. We are super excited to have someone of Joyce’s caliber to join our management team at this juncture. Her leadership will prove invaluable as we continue on our growth trajectory.

Dirk Eschenbacher, ZANADU’s Co-Founder and Creative Director, is moving to the role of Chief Creative Officer, overseeing the overall creative and design strategy of the company. 

He will also be spending more time on the expansion of the company’s VR travel content business, ZANADU has become the leader in virtual reality travel content, and was recently awarded “Best VR Video” in a highly-contested global VR content competition held by HTC Vive. Meanwhile, ZANADU’s offline VR Travel Experience Store is to launch in Shanghai, extending the company’s online content to offline retail experience.

Dirk Eschenbacher is an award-winning designer, creative director and marketer. He has previously served as Regional Creative Director with OgilvyOne, Ogilvy & Mather and DDB across China and Asia. He holds a PhD. Degree in design and visual communications from China Central Academy of Fine Arts.  

The appointment of Joyce Chang and Dirk Eschenbacher is effective immediately. Joyce Chang is to start on May 9th, 2016.

Category: Services, toursim , Travel

Genre: Digital