Eric Chang

Eric Chang holds a master’s degree from the University of Wisconsin in Madison, USA, and currently teaches at National Chengchi University, Taiwan. Specialising in marketing, direct and digital marketing as well as customer relationship management (CRM), he is also an expert in the theory and application of integrated and digital marketing. He has advised clients in a broad range of industries. Eric Chang joined McCann Worldgroup, Taiwan, as CEO in 2018, providing clients with such services as digital marketing strategies and digital media planning, CRM strategy consulting and communications planning. He previously worked for Ogilvy for more than 20 years, serving as Vice President of Business Development for OgilvyOne in the Asia-Pacific region.  

Red Dot: What do you enjoy most about your job in the areas of marketing communication and digital marketing?
Eric Chang: Communication is not only a skill or tool to use to talk to your consumers or target audience but a science, and it is alive. It evolves as technology develops, and cultures, societies and the environment change. As designers or marketers, we need to evolve as well, to follow the trend, learn from the past and change our mindset to adapt to the new normal. Throughout my career, I have therefore also learned, grown and evolved, which makes my life more enjoyable.

What developments can we expect to see in digital advertising over the next few years?
Digital is everywhere, in everything. Digital advertising is all advertising, digital marketing represents all marketing. There is no online or offline, we are all in-the-line.