14th February 2022
Mindshare’s Tracy Ta and Rachel Yan Named as Women to Watch 2022
Campaign Asia annually recognizes transformational women leaders who have made great strides in the marcoms industry across Greater China. This year, Tracy Ta, General Manager at Mindshare China and Rachel Yan, General Manager at Mindshare’s Neo China and have been named on the Women to Watch Greater China 2022, recognition of their immense contribution to the wider industry.
Tracy Ta started her career as an intern for the Yili team at Mindshare China. As Yili went on to become China’s number one dairy brand, her role grew alongside it, rising from intern to GM in just 13 years.
Today, as General Manager of Mindshare China, Tracy manages a large team in Beijing serving Yili, with her team having some of the highest retention rates in the industry! Tracy has been instrumental in elevating her team to achieve outstanding success. Through injecting creativity into one of China’s largest and most stringent clients in China, Tracy and her team have generated 45 award-winning campaigns for Yili in the past 12 months alone. She was awarded a Commendation for Campaign Asia’s Greater China Strategic/Brand Planner of the Year in 2021.
With over 15 years’ strategic planning experience in advertising agencies to her name, Rachel Yan is passionate at driving innovation in content and consumer interaction. In 2018, Rachel took over the Neo Beijing office during the company's transition from Ogilvy to Mindshare. Today, she manages the team and has re-positioned Neo as an autonomous agile company within Mindshare. Rachel has made full use of Neo’s creative genes, engaging talent with diversified backgrounds to expand the boundaries of media while driving digital transformation and technology innovation for her clients.
The results speak for themselves. Since taking over Neo, Rachel has led the team to receive a wealth of industry recognition, winning 14 awards in 2019, 21 awards in 2020, and more than 50 awards in 2021. She was shortlisted as Campaign Asia’s Greater China Channel / Engagement Planner of the Year in 2021.
Excerpt from article, first published by Campaign Asia on January 27th, 2022.
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