Women to Watch Greater China 2024: Xin Wang, Dentsu Creative

Xin Wang

Head of omnichannel strategy, China
Dentsu Creative
Shanghai

Xin Wang, armed with a master’s degree in sociology, started her journey with Dentsu Tokyo in 2007. Her initial focus was on theoretical model development and consumer behaviour research. In 2014, she returned to China, skillfully blending academic rigour with real-world marketing challenges. Her strategic acumen and deep understanding of clients’ businesses came to the fore.

Within the 4A system, Xin breathed life into the agency’s Omni Channel Planning (OCP) team. This interdisciplinary team, combining strategy, creativity, media, social, and e-commerce expertise, pioneered a one-stop marketing model breaking silos of brand promotion, communication, media buying, social engagement, and e-commerce.

 Under Xin’s leadership, the OCP team evolved beyond its origins as a mere advertising service entity to a multifaceted business powerhouse for Dentsu, securing 19 new projects and generating an impressive total revenue of up to US$5 million within a year.  

A champion of human-centric growth in branding and sales, she’s also credited with integrating the group’s People Driven Marketing (PDM) model from Japan to the Chinese market. Wang has also introduced the iWom Sharing System called Ibuzz to the agency. This platform facilitates connections between brands and consumers and focuses on authentic reputation building in an era where online visibility is highly valued. It enables brand owners to curate real-life stories, fostering a cycle of “trial—authentic endorsements—genuine sharing—tangible outreach.”

Client testimonials applaud Wang’s problem-solving abilities, strategic vision, and seamless integration of brand strategies, consumer insights, communication plans, and e-commerce. Esteemed clients such as Unicharm and Glico commend her adept navigation of the dynamic Chinese business landscape, resulting in practical and innovative solutions.