[MEET THE MEMBER] Shanghai MLS Advertising
Photo: Talking at the Sino-Benelux Career Fair 2024 - Jane Song, Marketing Director Shanghai MLS Advertising 
Jane Song
"Integrate art, culture, and business to add value and boost profitability. MLS aims to build stronger connections with members of Benelux to explore collaboration opportunities and mutual growth. To expand beyond exhibitions by supporting product launches, hosting salon event ideas, and co-marketing initiatives. To leverage its platform for seminars and brainstorming sessions to foster innovation, while strengthening ties with its partners to enhance mutually beneficial relationships." spoke Jane Song - Marketing Director at MLS
Jane Song started her professional career after studying at Beijing Normal University and MSc International Economics & Business at Utrecht University, as a product manager at an international software company, then back to Shanghai in 2018 in advertising, and 4A International advertising and since 2021 at MLS as Marketing Director. An interesting note is that Miss Song had entrepreneurial endeavors in her hometown in Jiangsu for three years running her own event management company.
In this edition of Meet the Member, the Benelux Chamber visits galleries of MLS Advertising - which supports organizing the gala - in Pudong and talks art, business, culture with Jane Song.
Shanghai MLS Advertising
MLS Advertising is dedicated to international cooperation at the intersection of art, culture, and business, with a strong focus on supporting business growth through professional and integrated services founded in 2008. Headquartered in Shanghai, MLS operates through four profit centers, each with dedicated business units and lean and agile teams to manage costs and responsibilities. MLS Group has 100 people in its comprehensive center, 20 in FMCG, 10 in gifting, and additional teams managing large-scale events, including high-profile projects like the Asian Olympic Games and cultural tourism festivals.
MLS Group services a broad range of industries, including engineering, machinery, printing, healthcare, wellness, finance, automotive, fashion & beauty, and art. Their offerings include art museum operations, branding events, product launches, and strategic collaborations with artists and art museums, all with an emphasis on concept branding.
MLS Group specializes in brand strategy, integrating artistic and cultural elements into innovative business models and providing unique services for sustainable business growth.
Unique selling point
MLS Advertising’s business model fuses art with business growth, the group operates with a clear structure, using art museums as strategic hubs. The centers are organized to maximize the integration of resources and content for business and marketing plans. For instance, MLS rebranded traditional Shanghai women’s clothing - transforming its image to reflect who we are now and why. This involved a symbolic presentation, like creating a signature flower at our HQ, representing a rebirth of the brand.
“It is more than just showcasing artists—it’s about amplifying brand influence and enhancing conversion rates through strategic integration of art.”
WOW-factor
“Success is defined by a “WOW-factor”—a creative concept that surprises and captivates.
It’s about communication branding that effectively addresses client pain points and marketing needs. Achieving this involves careful cost control on projects to deliver maximum value for clients.”
Process of event management
Negotiations with venue spaces and exhibitors typically involve close coordination between project managers, account managers, and coordinators (from both the venue and the clients). An agreement is usually reached in advance, but if disagreements arise, moving forward can be challenging depending on the complexity of the issue. For example, conflicts may occur over space requirements, scheduling, or exhibition fees, which can delay planning and require compromises to resolve.
International events
For events abroad, such as a global photography exhibition at the Grand Palais showcasing portraits and landscapes of China, careful alignment between art and business is crucial. This exhibition could serve as a platform for launching products like a new cell phone and camera. The collaboration between business (e.g., mobile phone brand) and art (photography) allows for a unique integration of product marketing and cultural expression. In this context, the blending of art and business—especially for product launches—can enhance brand visibility and create a meaningful experience for audiences.
Message to the community
“Art and culture play a key role in bridging Chinese and European traditions across various aspects. By connecting cultural resources from China with those of Belgium, the Netherlands, and Luxembourg, diverse cultural exchanges and events are made possible.”
Contact Shanghai MLS Advertising Co., Ltd.
Jane Song
Mail: jane.song@mls-sh.com
Tel: +86 21 6256 8500
Website: www.mls-sh.com
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