Recently selected as Campaign Asia’s 40 Under 40, Daniel Cheng has been a pioneer in Shanghai’s advertising scene for the past 15 years. In 2013, upon leaving his brand management role at LVMH, Daniel started Metric Design Studio (MDS). Today, MDS has served over 200 clients, including the likes of fashion powerhouses MaxMara to luxury hospitality chains Shangri-La Hotels, to the pharmaceutical giant Bayer.

In 2021, Daniel co-founded Mimosa Productions, a production studio focused on Asian-led content, which produced two projects that placed as finalists at the Asia TV Forum & Market (ATF) IP Accelerator in 2022 and 2023. Daniel holds an MBA with Merit from Imperial College Business School in London, a BSc from the University of Massachusetts Amherst, and a Fulbright Scholarship.

Timestamps
(00:00:00) Introduction
(00:01:48) Early Career and Move to China
(00:09:28) Founding A Creative Agency
(00:23:41) MDS Collective And Pivot To Tourism
(00:54:17) Trends in Chinese Tourism
(01:07:35) The Future of Filmmaking and AI
(01:18:58) Closing Question - Kindest Thing Someone Has Done

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