MB Optimor Launched in Beijing

Millward Brown has introduced Optimor, its global brand consulting practice, to Asia Pacific, with new Director Yixin Zhang at the helm. The practice specialises in brand valuation and analytics, marketing investment planning and ROI measurement.

Zhang has ten years of commercial and consulting experience in China and the United States. Most recently, she was a Senior Consultant at a marketing consulting agency in China, where she provided brand assessment and brand strategy solutions for clients in the technology, telecommunication and financial services industries.

She has also held consulting and project management positions at Chevron Energy Solutions, PA Consulting Group and Arthur D. Little. She has an MBA from the Moore School of Business at the University of South Carolina.

In her new role, she will be based in Beijing and will report directly to Joanna Seddon, who heads Millward Brown Optimor from New York. Speaking of the appointment, Seddon says: 'Yixin's extensive knowledge of Chinese and Western markets puts her in the perfect position to drive this business unit forward.'

According to Zhang: 'Although brand strategy and marketing ROI are new concepts in Asia Pacific, top managers in the region are keen to adopt innovative ideas and methodologies.'

Millward Brown's web site is at www.millwardbrown.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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