Andy Chen
andyhchen@hotmail.com>
Based in London, Andy Chen is the vice president of digital solutions for Viacom Brand Solutions(VBS) International. Prior to Viacom, Andy was the media strategy director at Carat International/Isobar, which handles global media and digital strategies for Philips, Renault, Adidas, and various other multinational clients.
A true advocate for global integration and strategy, Andy has lived and worked in Copenhagen and Stockholm, where he was a management consultant for the Swedish Advertising Association. He received his BA from University of California, Berkeley; and a MBA in international marketing and global management from Stockholm University, School of Business. Named one of the "20 Rising Media Stars to Watch in 2004" by "Media Magazine," Andy is a frequent international conference speaker on digital and interactive media. He published his first collaborative book, "The Changing Communication Paradigm," in November 2005.
Recent articles by Andy Chen
The Emotional Side of Behavioral Targeting
Successful media planners must understand the rational and emotional nature of communication to harness Web 2.0's power.
Jan 16, 2008
Embrace Vertical Behaviors
Rather than the critical mass, it's perhaps the critical niche that will drive behaviors in the future.
Dec 19, 2007
Emergence of Micro Behaviors
What if our online behaviors become so miniature they become impossible to identify and target?
Nov 21, 2007
Targeting Youth Behavior
Reaching the most difficult group out there.
Oct 24, 2007
The Growing Complexity of Behavior
Are behaviors becoming amalgamated as a result of digital convergence?
Sep 26, 2007
Behavioral Targeting Gets Close Up and Personal
Consumers are divulging personal information in exchange for more targeted advertisements.
Aug 29, 2007
Behaviorally Target the Mindset
Our mindsets often influence and dictate relevant actions, but do they lead to predictable, consequent behaviors?
Aug 1, 2007
Behavior Under the Planning Microscope, Part 1: Viral
Explorations of key communication trends based on consumer behaviors. First up: a fundamentally different approach to planning a viral idea.
Jun 6, 2007
The Emotional Side of Behavioral Targeting
Successful media planners must understand the rational and emotional nature of communication to harness Web 2.0's power.
May 9, 2007
The New Behavioral Wunder
A new European player is well-positioned to ride the next behavioral targeting wave.
Apr 11, 2007
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