Power 50 Profile: John Wang, chief marketing director, HTC
For most people, certainly those outside the industry, Taiwanese manufacturer HTC seemed to appear out of nowhere last year. Thanks to some excellent handsets it is now making quite an impact in the UK. But the marketing drive has come from John Wang, who is responsible for the company’s business, marketing and product strategy, as well as brand building to further HTC’s global presence.Under the ‘Quietly brilliant’ slogan, Wang has overseen HTC’s ‘YOU’ campaign, its first global advertising campaign featuring the tag line 'You don't need to get a phone. You need a phone that gets you.' HTC is using an integrated-media approach to reach consumers via television, print, outdoor and online. The campaign highlights the functionality of HTC smartphones.It seems to be working. Despite HTC’s low profile in the UK, its new Desire handset is shifting like hotcakes and there are more new releases on the way. 2010 could well be HTC’s year in the UK.