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ADNA China strengthens offering with hire of chief strategy officer

ADNA China strengthens offering with hire of chief strategy officer

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Audience DNA China has appointed Barbara Balm (pictured right) as chief strategy officer.  In her new position, Balm will have a team of eight supporting her and will focus on demonstrating the value of the company's global audience platform. ADNA China boasts that it currently has access to 45 million audiences in Greater China, with 48-hour data feedback loops to accelerate business growth for clients — both inbound into Greater China, and outbound as Chinese brands grow globally. 

A veteran in the industry, Balm most recently worked for Heineken in Shanghai and FAW-Volkswagen in Beijing, as part of the Greenkern Consulting Group, while also boasting global multi-market experience in the FMCG sector having worked for Coca-Cola and PepsiCo in the Netherlands, and Unilever in Europe, Italy and the Middle East.

"Balm's excellent track record in China demonstrates her pragmatic understanding of this complex market, both for inbound and outbound glowing global brands. I greatly look forward to working with her to help our clients grow successfully at speed in Greater China beyond," Susie Hunt, CEO of Audience DNA China said. 

"Her deep China and global experience from a client perspective will further elevate the quality of our advice and our capabilities, in China and beyond," said David Mayo, COO of Audience DNA Global. 

"Building an entire online ecosystem (such as a super app) is the way to go versus the product-first approach that previously worked here in China. From a Western perspective, it is difficult to compete against this powerful mechanism, and therefore knowing exactly where to find your consumer is a real challenge," Balm added. 

adna china portrait

 

In February this year, ADNA extended its capabilities in China and Asia Pacific through the acquisition of HuntHaggarty Asia, a brand consulting and design firm founded by Susie Hunt and Steve Haggarty in 2007, for an undisclosed amount. HuntHaggarty Asia currently has more than 20 employees.

As well as advising multiple global brands on how to grow their relationships with Chinese and Asia Pacific consumers, HuntHaggarty Asia, famously developed communications and brand strategy, identity and retail brand experience with clients such as Google, Motorola, Dell, Revlon, United Overseas Bank, Benefit, Coca Cola and Cathay Pacific. This was ADNA’s second acquisition this year alone, previously buying Zebra Design for an undisclosed amount.

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