Women to Watch 2024: Paula Chiang, iProspect

Paula Chiang

Head of communications planning
iProspect
Taiwan

iProspect’s 2021 transition into a performance-driven branding media agency required leaders to challenge the traditional media landscape and reshape agency operations with a performance-agility mindset. This required leaders to bring their deep digital specialism to accelerate brand growth. Fortunately, iProspect had Paula Chiang on its side. 

The integrated comms planner set herself the target to achieve the agency’s performance-agile offering and unlock the future growth of its clients in the ecommerce sphere, which had accelerated during the pandemic.

Her first major achievement was successfully driving Shiseido’s digital transformation. By integrating branding to digital commerce with advanced attribution analytics, Chiang was able to grow its sales by more than 15% within a year. 

Chiang wove similar magic into Pizza Hut, unlocking untapped business opportunities that inspired new product development and content creation, resulting in staggering revenue growth for the Yum Brand subsidiary. In Q4 2023, iProspect was appointed as the media AOR for L’Oréal Groupe, which Chiang won with a market-first initiative of integrating L’Oréal’s eight million first-party data with Dentsu’s 15 million unique IDs. The AI modelling to understand and predict consumer purchase intentions rewarded iProspect generously in new business wins.

Deeply committed to advancing the media industry by integrating AI in media planning and performance marketing, Chiang launched solutions like One Search—integrated with AI—which evaluated keyword trends and generated content to improve performance in paid and organic Search. Meanwhile, Datafeed+ addressed the limitations of Google Shopping Ads by maximising business results for clients with large inventories while Wenhao streamlined ad copywriting for paid social and paid search campaigns, improving team efficiency by automating a time-consuming task. 

A dedicated leader committed to diversity and fostering talent growth, Chiang introduced non-bias training programme and an AI-tutor enabling all staff to access tech and media knowledge. She also lectures at Fu Jen Catholic University sharing insights on the future of digital marketing and the transformative role of AI in agency operations. 

The pandemic brought a massive shift in consumer behaviour which the agencies had to pivot to. It required agility but also visionary leaders like Chiang whose ability to bring innovative strategies drove iProspect Taiwan's growth, secured major clients and set new benchmarks in media.