Ellen Hou's Biography

Ellen Hou

Head of Planning
TBWA
China

Ellen has 13 years of experience in strategy planning and is the first generation of local planner in mainland China. Ellen’s current portfolio of accounts includes McDonald’s, Pfizer, Visa, etc.

Ellen was the first local staff to get trained on Disruption and is now a Disruption expert, running Disruption and Media Arts workshops to win new business and answer different challenges from current clients, as well as internal training seminars.

Ellen is driving the agency in culture understanding and planning innovations. She is leading the key culture studies and collaborating with institutions. The topic covers youth, women, luxury, Chinese values, Made In China, etc.

The current planning team in China is also leading the audience insight for TBWA’s internal digital team and we won our first China Effie awards for McDonald’s digital centric summer campaign.

MEET THE OTHER MEMBERS OF THE 2011 JURY

Bees developed a well coded communication system to make their collective intelligence greater than each individual’s one. Like bees, social media is all about collective communication which calls for a new marketing expertise. The Bees Awards reward this new expertise.