A Q&A with Amy China Wire
Teads, Head of Studio UK, NL and MENA.
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About Teads
Teads is the global media platform. We have united and empowered the best publishers in the world and distribute ads to over 1.9 billion people every month within professionally-produced content. Our end-to-end platform delivers full-funnel, outcome-oriented advertising powered by cutting-edge creative technology (Teads Studio) and AI-driven optimization. Not content with outdated ad experiences in the market, we have reinvented digital ads and raised quality standards to delight users, publishers and advertisers. Teads partners with the leading marketers, agencies and publishers through its team of 900+ in 29 countries.
Rather than being a conscious decision to join the ad tech industry, it was more a natural evolution for my career in advertising. I started my media industry journey circa 2007 selling digital advertising at Sky. My passion for video & mobile advertising then led me to roles at ESPN, Smartclip (Adconion) before joining Brainient which led me to my latest role at Teads after their acquisition back in 2016.
I work at Teads, the global media platform and head up the Studio team for the UK, MENA & NL. My team is made up of a talented group of creative strategists and designers who are responsible in ensuring that we maximise media effectiveness for our clients by delivering the best possible creative powered by data and insights.
COViD & working from home; 2020 like for most was really tough. Adjusting to working from home and the pressures that this put on my team. We managed to adapt & ultimately thrive as a team (and business) despite the challenges to collaboration & team morale. An extra challenge for me during this time was being pregnant with my second child, giving birth & subsequently returning to work, all during the pandemic.
I have been lucky enough to work with some great leaders in my career (& still do) however, a special mention goes to Jonathan Lewis. He has been my manager, mentor & friend from the start of both our Brainient journeys back in 2013 (starting a week apart) and still is now at Teads 9 years later.
Pretty simple really – trust your intuition.
Maintain a good work life balance. It’s so important to avoid the ‘Always on’ work culture that we seem to have adopted more and more, especially throughout the pandemic. You cannot pour from an empty cup & burnout is a very real thing in our industry.
I hate these questions. Empathetic, determined, passionate
Such a big question. Sticking in my lane from a Teads perspective and particularly within creative, i’m excited by how tech capabilities will develop within the AR space. We are already running some very exciting campaigns and I think we will see this evolve over the coming years and see it become a standout format for omnichannel activations.
Oh and lets hope that gender pay gap disappears too hey?