David Johnson
极致传媒（Initiative）中国区首席策略官

INTRO 个人简介：

AS CSO, my role is to use strategy to create the opportunities for brands to lead in culture, designing and defining how a brand will live, play and thrive in the world. 

I act as the voice of the people, using deep and intuitive cultural understanding of consumers and communications to develop the strategic direction a brand must take.

To translate business goals into actionable communications tasks, first identifying and then designing the most profitable audience, space or place for the brand to occupy. 

As CSO, i believe that everything communicates and that ‘media’ can and should mean more in today’s world – that there is a ‘better way’ – and that propels them to constantly challenge convention to add value, unlock untapped market potential and generate unfair share of hearts and minds.

Experience 工作经历：

Chief Strategy Officer 首席策略官
公司：Initiative 极致传媒
期间：2018 年 2 月 – 至今
年限：1 个月
所在地区：中国上海

Head of Strategy, ASEAN (Based in Bangkok) 东南亚地区策略负责人
公司：Mindshare 传立媒体
期间：2014 年 4 月 – 2018年 1 月
年限：3 年 8 个月
所在地区：泰国

Head of Strategy 策略负责人
公司：Mindshare China 传立媒体 中国
期间：2013 年 4 月 – 2014 年 4 月
年限：1 年 
所在地区：中国

Head of Planning – Key Accounts 策划负责人-重要客户
公司：Mindshare China 传立媒体 中国
期间：2010 年 – 2013 年 4 月
年限：3 年 4 个月

Global Media Director 全球媒介总监
公司：OMD 浩腾媒体
期间：2009 年 – 2010 年
年限：1 年
Running the portfolio of Abu Dhabi Government clients for OMD which includes Etihad Airways, Abu Dhabi Airport Company, Abu Dhabi Tourism Authority, Abu Dhabi Investment Company (now Invest AD) and Abu Dhabi Mar.

Global Communications Director 全球传播总监
公司：Mindshare APAC 传立媒体亚太地区
期间：2007 年 – 2009 年
年限：2 年
Based in Bangkok and working across Home Care (OMO, Radiant, Surf, Comfort, Domestos, Sunlight, CIF) and Oral Care (Close Up, Signal, Pepsodent). 
Duties are split into ‘Communication Planning’ and ‘Business Planning’. Communication Planning involves the design, creation and implementation of campaigns with a specific emphasis on moving Unilever away from pure spot advertising. Business Planning involves the optimal setting of budgets, based on ROI analysis, across markets and brands.

Account Planning Director 客户策划总监
公司：BBDO Turkey / Proximity Turkey
期间：2005 年 – 2007 年
年限：2 年
Working with a team of 6 account planners, I was responsible for strategy, planning and creative briefing across all the agency’s brands including PBG, Frito Lay, Daimler Chrysler, Total, Bayer, P&G (Braun), and numerous local clients.
I also had three specific tasks:
Firstly: Moving the agency from a TV only culture to producing integrated campaigns ; Secondly: Developing a deeper, insight driven, understanding into our target audiences; and Thirdly: Specifically growing a strong digital / internet capability and culture within the agency.
I was also the main point man for all new business pitches with approximately a 60% success rate.

Strategic Planning Director 策略总监
公司：OMD Turkey 浩腾媒体 土耳其
期间：2002 年 – 2005 年
年限：3 年
I was brought to OMD Turkey – launched in March 2002 – with the remit to develop the company into the number 1 Media Agency in Turkey in both size and reputation.
I helped achieve this within just 18 months with 100m USD of new business wins to take OMD Turkey to the no.1 position in rankings; and being the first (and still the only) Turkish Agency (of any kind) to win a Gold Lion at the Cannes International Advertising Festival in 2004.
I was also responsible for launching 3 specialist divisions:
OMD Digital (Covering strategy, creative, implementation and measurement);OMD Metrics (Econometrics and business modelling);OMD BrandLab (Research driven brand consultancy including tracking, quant, qual, analysis and strategy).

Associate Planning Director 策划副总监
公司：OMD UK 浩腾媒体 英国
期间：1996 年 – 2002 年
年限：6 年
Started as a graduate in 1996 and rose to Associate Director in four years
Had responsibilities for the overall communication planning, as well as the day to day management, of major OMD accounts such as Compaq Computers, British Gas, ITN, EXXON Mobile and M+S

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