Andy Chen

Andy Chen

Based in London, Andy Chen is 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

Jan 16, 2008 - Successful media planners must understand the rational and emotional nature of communication to harness Web 2.0's power. Comments

Embrace Vertical Behaviors

Dec 19, 2007 - Rather than the critical mass, it's perhaps the critical niche that will drive behaviors in the future. Comments

Emergence of Micro Behaviors

Nov 21, 2007 - What if our online behaviors become so miniature they become impossible to identify and target? Comments

Targeting Youth Behavior

Oct 24, 2007 - Reaching the most difficult group out there. Comments

The Growing Complexity of Behavior

Sep 26, 2007 - Are behaviors becoming amalgamated as a result of digital convergence? Comments

Behavioral Targeting Gets Close Up and Personal

Aug 29, 2007 - Consumers are divulging personal information in exchange for more targeted advertisements. Comments

Behaviorally Target the Mindset

Aug 1, 2007 - Our mindsets often influence and dictate relevant actions, but do they lead to predictable, consequent behaviors? Comments

Behavior Under the Planning Microscope, Part 1: Viral

Jun 6, 2007 - Explorations of key communication trends based on consumer behaviors. First up: a fundamentally different approach to planning a viral idea. Comments

The Emotional Side of Behavioral Targeting

May 9, 2007 - Successful media planners must understand the rational and emotional nature of communication to harness Web 2.0's power. Comments

The New Behavioral Wunder

Apr 11, 2007 - A new European player is well-positioned to ride the next behavioral targeting wave. Comments

Targeting the Social Behavior

Mar 14, 2007 - Tap into social networks to reach consumers online. Comments

Behavior Under the Planning Microscope, Part 3: CGM

Feb 14, 2007 - Whether consumer-generated media is a strength or a threat to brands is fiercely debatable. What's certain is CGM is here to stay. Last of a series. Comments

Behavior Under the Planning Microscope, Part 2: Social Network

Jan 17, 2007 - What human behaviors power the formation of social networks, and what are their long-term implications for planners? Part two of a series. Comments

Behavior Under the Planning Microscope, Part 1: Viral

Dec 20, 2006 - Explorations of key communication trends based on consumer behaviors. First up: a fundamentally different approach to planning a viral idea. Comments

Redefining the Media Value Chain

Nov 22, 2006 - With increasing demand and adoption of behavioral targeting, a more modern, relevant way of defining and delivering value has emerged in media Comments

Planning, the Behavioral Way

Oct 25, 2006 - Rather than focus on behavioral targeting, perhaps we should develop behavioral planning. Comments

Linking Purchase to Behavioral Targeting

Sep 27, 2006 - ROI is a mindset, not a measurement. Comments

Targeting the Social Behavior

Aug 30, 2006 - Tap into social networks to reach consumers online. Comments

Behavioral Targeting and the Probability Game

Aug 2, 2006 - As consumer behaviors change, marketers must redefine planning rules to ensure the calculated likelihood of reaching the audience is sustained. Comments

How Much Should a Behavior Cost?

Jul 5, 2006 - Is behavior a tradable commodity? If so, how should it be sold and purchased? Comments

Understanding Behavior: Know What You Target

Jun 7, 2006 - Planners must holistically understand what behaviors are from both the scientific and the technological perspective to develop sophisticated client... Comments

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