Dennis Potgraven
Chief Strategy Officer at WPP Media China and senior strategist with deep experience in brand funnel analytics and media strategy in China.
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Feb 3, 2026 • 37min
Winning the mid-funnel in China
Lauren Cadman, WPP Media China GM focused on brand desirability in China, and Dennis Potgraven, WPP Media China CSO expert in funnel analytics, discuss mid-funnel weakness and how it erodes differentiation. They cover why awareness alone fails, redefining mid-funnel as desire, category differences like luxury versus FMCG, AI speeding decisions, channel roles across Red/WeChat/Douyin, and practical mid-funnel measurement steps.
