Publicis Media China redefines performance marketing with new appointments and strategy

Publicis Media China has redefining performance marketing with two key executive appointments and a comprehensive upgrading of its omni performance strategy. 

Junjie Shi (pictured left) has been named managing director and head of Publicis Omni Performance China. Shi brings to the role more than 13 years of experience in digital marketing and eCommere, having worked at companies including Xiaoxiandun, Shanghai Jahwa, ByteDance, and GroupM China.

During his tenure on the brand side, he overhauled marketing systems and enhanced data platform capabilities, significantly improving media investment efficiency and brand health.  

His capabilities in performance marketing and expertise in driving business growth will contribute to creating value for clients. He has previously supported brands such as Unilever, adidas, HONOR, L’Occitane and Danone. 

Meanwhile, Sean Huang  (pictured right) joins as general manager, Publicis Media China and will oversee capability development and partnerships. Huang has over 18 years of experience in brand marketing, channel management and operations, having worked at companies including China Ping An, and Rolex China. 

Prior to Publicis Media China, he was at Shanghai Jahwa for seven years where he oversaw its channel strategy and pricing system optimisation projects and improved sales efficiency. In his new role, he will focus on strengthening partnerships and creating greater value for clients. 

Both Huang and Shi will report to Mickey Zhang, president of Publicis Media China. Huang said, "It is a privilege to join Publicis Groupe as general manager, Publicis Media China. Moving forward, I look forward to collaborating with our team to drive ecosystem synergy - consolidating full-funnel capabilities across our Groupe and partners, transforming battle-tested methodologies into engines for client growth, and forging unparalleled solutions through capability cultivation and expansion within complex ecosystems." 

Shi added, "It is an honour to join the family as managing director and head of Publicis Omni Performance China. Driving sustainable growth for clients remains core to our Groupe’s mission. Moving forward, Omni Performance will deepen integration of end-to-end omnichannel performance marketing across the Groupe, focusing on three key priorities: Reinventing marketing efficacy through data-driven competitive strategies; Empowering client growth with integrated brand-performance synergy solutions; Elevating service quality via further resource consolidation. I look forward to working with the team to advance our ‘Connected Media’ strategic upgrade, helping clients pioneer new pathways for sustainable growth in complex market landscapes."

As part of the transformation, the agency also upgraded its omni performance strategy. Centred on “Connected media”, the upgrade aims to build a holistic, collaborative marketing ecosystem and an end-to-end integrated service model, providing clients with more efficient, intelligent, and forward-looking performance marketing solutions to drive sustainable business growth.  

In response to a rapidly evolving media environment, Publicis Media China unveils Publicis Omni Performance China’s four core pillars that will redefine performance marketing, including integrated omnichannel performance marketing services. 

The strategy deeply integrates core service teams across social marketing, search marketing, eCommerce and social commerce operations and programmatic buying. Clients benefit from cross-platform, full-funnel dedicated teams that cover strategy planning to execution optimisation. This "client-centric, one-team, one-goal, agile collaboration" service model drives leaps in marketing efficiency and effectiveness. 

Moving forward, Publicis Omni Performance China will also adopt an "Industry coordinates" service framework, creating dedicated integrated service teams for each vertical industry. 

Leveraging rich practical experience, the agency builds tailored strategy and operational think tanks. Whether in beauty, food and beverage, consumer electronics, or other sectors, clients receive targeted, forward-looking solutions that align with industry-specific characteristics and business needs, ensuring differentiated competitiveness. 

With a robust network of strategic alliances with media owners, content creators, tech innovators, and service providers, Publicis Media China will be well placed to deliver integrated, one-stop performance marketing solutions that help clients navigate in a complex, and dynamic market environment.  

Leveraging Publicis Groupe’s advanced AI capabilities, Publicis Omni Performance China enables real-time market analysis and intelligent decision-making. From trend detection to media optimisation, this ensures precise market insights, enhancing marketing efficiency and effectiveness. 

Zhang said, “We’re entering a new chapter of intelligent integrated marketing. Publicis Omni Performance China’s enhancement, together with the energy and expertise of our new leaders, reflects our commitment to being truly client-centric, agile, and collaborative.” 

“Guided by Publicis Groupe’s ‘Power of One’ model, this transformation unites our resources and expertise across agencies to deliver smarter, faster, and more effective solutions. It’s more than a service upgrade—it’s a renewed commitment to helping our clients lead and grow in the next era of competition,” she added. 

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