HONG KONG — Daniel Shum is the new veep of consumer strategy and research for the Disney Channel Asia-Pacific.
Based in Hong Kong, Shum will be charged with all brand and consumer research studies through the region and narrowing down marketing and programming strategies for various franchises. In addition, he will aid the development of brand extensions, new media and brand offerings in the region.
Disney-branded programming is seen in 19 markets in nine languages throughout the region.
Shum will report to Nicky Parkinson, senior veep of Disney Channel Asia-Pacific; Kelly Pena, veep; and Jill Dowless, veep of Disney-ABC global research group in Burbank, Calif.
Previously, Shum was managing director for Taiwan and Hong Kong at Research Intl. He has also worked with Wirthlin Worldwide Hong Kong (aka Harris Interactive), Burson Marsteller and AC Nielson China.