開創行銷與數位轉型新紀元的實踐家──邁肯行銷傳播股份有限公司董事長兼執行長──張志浩

A Practitioner Pioneering a New Era In Marketing and Digital Transformation-Eric Chang, Chairman & CEO of McCann Taiwan

張志浩，一位來自逆境並以樂觀態度征服廣告界的傳奇人物，他的故事不僅是一段從貧乏年代中崛起的個人成長，更是廣告界一段充滿人性洞察與創意突破的典範，他從金融專業的迷茫中找到方向，靠著對行銷的熱忱與不屈的精神進入《天下雜誌》，並在獲得總編輯資助出國深造後，開啟了廣告創意生涯。張志浩始終以「Nothing is impossible」的心態解決問題、應對職場挑戰，並憑藉著與眾不同的創意與對人性的敏銳洞察，贏得業界的尊敬與「浩哥」的稱號，成為廣告界的金字招牌。
面對數位時代的變革，張志浩以超過30年的行銷傳播經驗，為業界提供了清晰的數據應用與轉型策略，他認為台灣企業在數位化過程中面臨「知識鴻溝」與數據整合的挑戰，企業應該建立客戶數據平台以克服資訊落差，而數位行銷不僅是一項技術，更是全方位的實務經驗累積，需要團隊合作與領導者的親自參與，方能掌握數位生態的核心。
在全球競爭日益激烈的廣告市場中，張志浩不僅協助企業提升競爭力，也強調數位生態的複雜性，認為唯有真正進入並理解這個體系，才能讓台灣在全球廣告市場中占有一席之地。他的故事與洞見，展現了一位廣告人如何以樂觀的心態與不懈的努力，在逆境與數位轉型的挑戰中書寫無限可能的廣告傳奇。

Eric Chang is a legendary figure in the advertising industry, rising from adversity with an optimistic spirit to achieve remarkable success. His story is not only a personal journey of growth from humble beginnings but also a paradigm of human insight and creative breakthroughs in advertising. From uncertainty in the financial sector, he discovered his passion for marketing and, fueled by unwavering determination, entered CommonWealth Magazine. With the support of the publisher, he pursued further studies abroad, marking the beginning of his career in advertising creativity. Guided by the mantra ''Nothing is impossible.'' Eric solved problems and tackled workplace challenges with a unique creative approach and a keen understanding of human nature. These qualities earned him respect in the industry and the affectionate nickname ''Brother Hao,'' making him a symbol of excellence in advertising.
Amid the transformative changes of the digital era, Eric Chang has drawn on over 30 years of marketing and communication experience to provide the industry with clear strategies for data application and digital transformation. He believes Taiwanese companies face challenges such as the ''knowledge gap'' and data integration during digitalization. To overcome these, he advocates establishing customer data platforms to bridge informational disparities. Eric emphasizes that digital marketing is not merely a technical skill but a comprehensive accumulation of practical experience. Successful digital transformation requires teamwork and active involvement from leadership to grasp the core of the digital ecosystem.
In the increasingly competitive global advertising market, Eric has not only helped small and medium-sized enterprises enhance their competitiveness but also highlighted the complexity of the digital ecosystem. He argues that only by truly engaging with and understanding this system can Taiwan secure a place in the global advertising arena. His story and insights exemplify how an advertising professional, armed with optimism and relentless effort, can overcome adversity and digital transformation challenges to create limitless possibilities in the advertising world.