Mindshare has appointed Charlotte Lee as regional client leader in running the HSBC account across Asia Pacific. Her role is effective immediately and sees Lee taking over from Sam Selleck, who moved back to London in 2016 to run Mindshareâs global Nestle account.
In her new role, Lee will lead both the traditional business as well as âVULCANâ, the HSBC trading desk, which has been developed underâs Mindshareâs programmatic marketing FAST team which is currently expanding.Â She will also be in charge of developing data driven insights across all paid, owned, and earned channels and aim to deliver a seamless experience across the complete consumer journey.
Prior to her new role, Lee was regional business director at Dentsu Aegis Networks Asia Pacific, according to her LinkedIn. She has also led integrated teams spanning across both brand, ecommerce including search, trading desk, and affiliates in Canada, Hong Kong and across Asia Pacific on Luxury, FMCG, Travel, Technology, QSR and other businesses.
According to a press statement, the agency has been ramping up their expansion of client trading desks over the past 18 months and is paying more on focus on Vulcan in a bid to become the future of advertiser planning and buying.
“We are developing a completely bespoke technology solution that leverages WPP expertise to consolidate cross channel data, and drive actionable insights to fuel HSBC’s digital transformation,â Lee said.
âWe are delighted to have Lee join Team Mindshare HSBC, her CV and experience is match fit to help us more deeply connect, inspire and deliver results for HSBC across the region. She is without a doubt one of the most experienced, articulate, passionate and digitally savvy professionals in advertising, and I look forward to working with her across the Asia Pacific Region, and more broadly in the 26 markets where we represent HSBC,â Arron Quirk, global account leader at Mindshare, said.