Current Clients: Procter & Gamble, Heineken, Coca Cola, Wrigley, Nissan, Toyota, Honda, Shanghai Volkswagen, Scoda, Warner Brothers, Dreamworks, Universal, Wal-mart, Watsons, Vanguard, Samsung, Kodak, Bank of China, NAKHEEL, Zoomline, Green Peace
Born: Beijing, China
Worked in: Most regions of China as Star Echo has capabilities in 300+ Chinese cities. Also built offices in Dubai and Germany before returning her focus to China.
A market poised for innovation. Events, merchandising, road shows, promotions and other marketing services are becoming essential tools for advertisers in China. Many are surprised to learn that one-to-one marketing initiatives are a priority in the world’s most populous country. However, China’s print market is crowded with thousands of titles and CCTV, the state-run TV network, boasts high advertising costs. International marketers in particular need to forge direct relationships with consumers unfamiliar with Western brands.
Wang Jingjing, known as “Crystal” is not only an extremely successful pioneer in this field, but she has created an exceptional organization strategy that also caught the eye of WPP.
Name an innovative idea or business solution for which you are most proud. The organizational design and structure of G2 Star Echo Group is still quite new to most of our clients and WPP’s Grey Group — (who acquired a 51% stake in G2 Star Echo in 2007), although we built this structure 10 years before. Our three key business areas we are in include:
1. A Marketing Group with a network that covers 300 cities in China. We specialize in planning and design, Channel Marketing, PR events, and exhibitions.
2. A Premium Group that uses premiums as a media and marketing tool and provides tailored designs of premiums, give-away, business gift, etc., as well as production and procurement. (This is the only premium company in China which is within a marketing group.)
3. A Logistics Group with a national network that covers over 1000 cities. It is the only logistics company specialized in FMCG products and marketing/promotional activities. It is technology-driven with advanced GPS and Information Management Systems. And it is the only logistic company within the worldwide WPP network.
This contributes to what I call “Beyond the line” or “Creativity without boundary, Integration without limitation.”
The Beauty of this Structure: At G2 Star Echo, resources are shared and efficiency is increased. With the support of the logistic company, the marketing and premium companies can achieve the best cost-control results while gaining time during the intensive marketing activities; the premium company can share the best creative team with the marketing company. All three companies can share clients and collaborate with each other quickly; all are independent, profitable and operated by different professional teams under the same umbrella.
How do you define “innovation”? Innovation is the character of this industry. It’s the only thing which really can add value to the business.
Other Internationalist Background: Crystal originally took the job at Star Echo, after a marketing position at National Westminster Bank in Beijing, because she thought it would give her enough “flexible” time to travel. Although she hasn’t had much leisure to see the world’s monuments in the past several years, she has built one of China’s leading marketing services agencies. She also has a bachelor’s degree in international journalism.