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Janie Ma returns to Ogilvy & Mather as Entertainment Marketing Director

6 August, 2012


BEIJING — Ogilvy & Mather Beijing today announced the appointment of Janie Ma as Director of Entertainment Marketing, the agency’s multi-disciplinary entertainment unit. Ma replaces Didi Zhang who departed the agency earlier this year.

Ma will lead the unit’s business operations and offerings which include brand strategy building, global entertainment resources and products integration through multimedia platforms, brand and product placements in films and TV programs, customized branded content development, celebrity and talent endorsements, brand sponsorships, cross-industry promotions and PR events.

Entertainment measurement will also be a top priority for Ma who will localize Ogilvy’s Branded Entertainment Assessment Model (Ogilvy BEAM™), a tool that establishes a framework to effectively plan and measure branded entertainment programs. The model addresses the industry’s need for measured accountability while increasing the value of branded entertainment in the marketing mix.

Before rejoining O&M, Ma last served as Executive Vice President at Beijing Reach Glory Communications. Prior to that she worked with the luxury marketing team at Ogilvy Public Relations/Beijing from 2005-2007 and also had stints at Hill & Knowlton and Ever Bloom, where she accumulated extensive brand management experience in the luxury and fashion sectors. Her former clients include Cartier, Royal Salute, Martell, Rolex, COFCO and ZARA.

“The entertainment industry in China is booming as more Chinese companies seek to increase their brand awareness through entertainment marketing. Seamless content integration now requires a diverse mix of industry resources and deep knowledge in entertainment,” said Colleen Cheng, Senior Vice President and National Group Director, Corporate Marketing, Ogilvy PR/Beijing. “With a strong background in fashion, lifestyle and the entertainment industry, Janie has sharp instincts on how to blend in clients’ branded content and breathes fresh insight on measuring its effectiveness.”

Wendy Fung
Corporate Communications
Ogilvy & Mather China
+86 (10) 8520 6223

Ogilvy Entertainment
Ogilvy Entertainment is a full-service entertainment marketing company, providing clients with branded entertainment strategies, brand integration and product placements, customized content, talent and celebrity endorsements, sponsorships, and cross promotions, etc. Leveraging its close partnerships with Hollywood studios and top talent agencies in the US and China, its roster of clients includes Shiseido, Lenovo, POND’S, Nestlé and Wrigley. Ogilvy Entertainment is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), one of the world's largest communications services groups.

Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. In 2012, O&M was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effies Global Effectiveness Index. The company is comprised of industry leading units in all of the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit, or follow us on Twitter at @OgilvyWW and on

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