Mark Heap admits that he has come a long way—literally and figuratively—since starting out in the business as a TV buyer in London. In fact, he’s becoming quite expert on creating ideas for luxury brands in China.
Just this year, PHD China added jeweler Tiffany & Company to the agency’s client portfolio.
Heap was then quoted as saying, “China is a dynamic and wealthy market. There is huge opportunity for luxury brands such as Tiffany, which has exciting expansion plans in China. Our job is to expand its strong brand positioning beyond Shanghai and Beijing, and utilize digital media more innovatively, as well as magazines, which are a critical advertising media for luxury brands.”
Yet, he believes that factors as basic as office environment may be just as important as media expertise when it comes to being perceived as an idea-generation company. And he has taken the risks to prove that very point.