IPG Mediabrands Taiwan hires head of strategy in bid to turn agency hybrid

Chiou will raise the profile of IPG Mediabrands by innovating current media solutions for the Taiwan market that form the future of strategic planning. The direction towards that future is to combine planning across traditional and digital media instead of approaching the two areas as separate entities.

As head of strategy, Chiou's main responsibilities are to study key account industries, gain consumer insights, develop new revenue streams, and implement new media tools.

Beginning her career at OgilvyOne in 2002, Chiou worked as an account manager and planner before moving client-side to Yahoo in 2006 as marketing manager. From 2007 to 2008 she was at Giga Media and returned to Yahoo as sales manager in 2009. In 2010 she was the business director at Lafaso.com. Since February 2012, she was marketing director at Babyou.com.

She has previously worked with brands including Levi’s, China Trust Bank, China Airlines, Coca-Cola, Audi, EA Games, Gamania, and Motorola.

Sheena Liu, managing director of IPG Mediabrands Taiwan, said Chiou's hire is part of the agency's effort to ensure that it is staffed with leaders with multi-disciplinary abilities. According to Liu, there is business potential in social media analytics, market research and ad tracking—which are the areas the agency is putting resources into in order to offer hybrid media services to clients.