ASIA-PACIFIC – SHANGHAI, MAY 17, 2011 – RAPP Shanghai, part of DDB Greater China Group, has appointed Sherry Hsu as Head of Analytics and Insight. In this newly created role, Hsu will report to Ross Gearing, Vice President of RAPP Greater China, and work closely with RAPP Regional Analytics Director Dr. KP Onn to lead in the delivery of valuable data-driven insights to clients such as McDonald’s, Philips and Unilever.
RAPP builds upon tits ability to deliver in-depth analytics and insights that produces more creative solutions and measurable outcomes with the appointment of Hsu and the strategic team she forms with Dr. KP Onn, who joined RAPP Asia Pacific in April. Hsu’s appointment comes off the back of RAPP relocating its Asia Pacific headquarters to Shanghai in February.
Part of Hsu’s work will also involve building RAPP’s analytics and insights product line, which includes tools such as retail activation (analyzing transactions and developing programs to drive sales), customer profiling (profiling and segmenting customer and prospective bases), and Cultura (an ethnographic research tool recently launched in RAPP Asia Pacific that uses primary and secondary research, anthropological insight and adaptive analytics to organically understand consumer needs or sentiments towards products and brands).
Hsu has 15 years of experience in the FMCG industry and brings extensive experience in data analytics and market research to her new role. Originally from Texas, she was previously Senior Client Director/General Manager at shopper insights company dunnhumby China, best known for their expertise in customer loyalty card programs. She has also worked in category management at SABMiller, in client service at market research firm IRI, and at Cadbury Schweppes Americas Beverages, and has experience managing clients such as Frito-Lay, Dr. Pepper, and Uncle Ben’s.
“Our clients in China are demanding increasing sophistication in data-driven marketing services, and we’re actively building our Analytics and Insight team to strengthen our core capabilities. Sherry brings years of data analytics and leadership skills to RAPP, and with Dr. KP Onn they are able to offer a breadth of analytic thinking and integrated solutions that make RAPP distinctive in the market,” said Ross Gearing.
