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Mindshare appoints Charlotte Lee to head HSBC APAC

Mindshare, the global media agency network, has appointed Charlotte Lee to the role of Regional Client Leader running the HSBC account across Asia Pacific.

In this role Ms Lee will lead both the traditional business as well as ‘VULCAN’, the HSBC trading desk, which has been developed under’s Mindshare’s ever expanding FAST team. FAST is Mindshare’s proprietary approach to performance and programmatic marketing – integrating best-in-class data and analytics solutions.

Ms Lee will be charged with developing data driven insights across all paid, owned, and earned channels to deliver a seamless experience in a more relevant and personal way across the complete consumer journey.

Vulcan is one of the most critical parts of Mindshare’s FAST team as along side several other intrepid blue chip clients they have been pioneering client level trading desks for the greatest possible control of both data and digital execution. The agency has been ramping up their expansion of client trading desks over the past 18 months and is betting big on this being the enevitable future of planning and buying for most advertisers.

Describing Vulcan, Ms Lee commented, “We are developing a completely bespoke technology solution that leverages WPP expertise to consolidate cross channel data, and drive actionable insights to fuel HSBC’s digital transformation.”

With a rich and diverse background in media, Ms Lee has led integrated teams spanning across both brand, ecommerce including search, trading desk, and affiliates in Canada, Hong Kong and across Asia Pacific on Luxury, FMCG, Travel, Technology, QSR and other businesses.

Mindshare’s global account leader Arron Quirk added, “We are delighted to have Charlotte join Team Mindshare HSBC, her CV and experience is match fit to help us more deeply connect, inspire and deliver results for HSBC across the region. She is without a doubt one of the most experienced, articulate, passionate and digitally savvy professionals in advertising, and I look forward to working with her across the Asia Pacific Region, and more broadly in the 26 markets where we represent HSBC.”

Ms Lee takes over from Sam Selleck, who moved back to London in 2016 to run Mindshare’s global Nestle account.

Ms Lee’s role is effective immediately