MediaCom appoints new head of MediaCom Beyond Advertising

MediaCom China has appointed Danny Xu as head of its content and connections division MediaCom Beyond Advertising (MBA).Joining from Carat, Xu will lead the team to develop solutions and create partnerships with external content owners and publishers.Peter Petermann, chief strategy officer MediaCom China, said, “I know how critical content is for many brands today. I am very happy that Danny Xu will be joining us: his background in content at both the media agency as well as the media owner side positions him well to deliver progressive work. He is one of the most brilliant minds in this discipline in China.”Xu said of his appointment: “As the MBA team, we will bring content production like a production house and media integration like a platform, founded by a thorough understanding of the audience, and clients’ objectives - like a media agency.”