IAB Singapore Rising Stars: Mindshare’s Guo Jinchuan on why sharing knowledge will drive programmatic

The IAB Singapore Programmatic Committee continues its hunt for the industry’s brightest talents behind the technology. Find out how these passionate practitioners got started, the secrets behind their success and what they are doing to drive the industry forward.

Six years and counting, Guo Jinchuan is devoted to pushing for innovation to drive breakthroughs in campaign results as senior account manager, digital explosives pioneer at Mindshare.

Guo has played an integral role in enabling organizations to embark on their digital transformation journey. Most notably, Guo was part of the team which established IHG’s Programmatic capabilities, creating an advanced transparent trading desk, integrating IHG’s proprietary data partnerships and PMP deals, as well as enabling optimization and operational efficiencies of campaigns running across 56 markets.

Having always had a strong interest in Digital Marketing, Guo “has grown to be the sophisticated subject matter expert that he is today - having both strong strategic thinking skills and technical expertise” said Haruka Tsunokawa, director of digital marketing AMEA at IHG.

Within Mindshare, Guo stands out for his dedication and active pursuit in developing his knowledge, beginning his career on search activations (SEM), then transitioning to manage full-fledged digital campaigns within a brand team, thereafter leading the agency’s programmatic expertise across the region.

Blazing the programmatic trail, Guo believes in the sharing of accumulated knowledge, insights and experiences as the way forward. Conducting agency-wide trainings to educate his fellow colleagues, Guo is also part of Mindshare’s FAST global committee and a lead representative for the Singapore team.

“Guo works collaboratively with fellow Mindshare colleagues around the world to leverage learnings as well as hero Singapore globally as one of the most digitally progressive markets,” according to Pat Cortes-Maningat, Account Director at Mindshare.

Forward-looking and optimististic, Guo credits his success to a mix of passion, ambition and constantly being inquisitive to drive forward his career in this dynamic, ever-changing industry. Find out what Programmatic means to Guo and his advice for new entrants entering the field.

What did you think the word programmatic meant before you started your job?

I’m on my first job since I graduated in 2012! I don’t think I knew anything about programmatic when I was a student. When I started my career here in Mindshare, I was very fortunate to have the support and guidance from my team, specialists from the regional teams, GroupM network, and many other partners whom I enjoy collaborating with.

What do you love the most about programmatic?

Programmatic allows us marketers to overlay data on our marketing activities. This enables more stringent control on targeting of relevant audience segments, adapting frequency and recency of engagements across touchpoints, setting of specific goals on the various stages of consumer journey, applying 3rd party verification and audit, just to name a few advantages of programmatic.

How do you predict programmatic will change in the future & evolve?

Much has been written and said about Artificial Intelligence (AI), Internet of Things (IoT), and Blockchain technology playing a leading role in evolving programmatic as well as being the future of where our industry will be heading towards. I think these are all enablers to be more efficient with our marketing efforts to drive tangible business outcomes.

Any advice for new entrants to get into the industry?

No prior experience is needed! Do consider joining if you are interested in digital marketing or advertising. The industry is always evolving with newly introduced marketing and advertising technologies so keep an open mind, be passionate about what you do, and be bold to create something new and different.

Zachary King is VP Commercial, Asia at MediaMath, Singapore and the co-chair of the Programmatic Committee at IAB Singapore.

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