Mobile promises to deliver brands unprecedented consumer “intimacy” in China – but only if they learn how to speak to the tricky ‘Post-90s’ generation.

That is the message of Starcom MediaVest Group China Digital managing director Vivian Zhu, who spoke to M&M Global at last month’s Festival of Media Asia Pacific 2015 in Singapore.

Zhu said: “Mobile is a platform that really enables brands to establish an intimate relationship with the consumer, because consumers treat their mobile as their closest companion.

“It poses an opportunity for brands, but also a challenge – how do you really talk to them in a way that they want to be talked to, especially to the post-90s [generation]? It requires you to understand, through big data and social understanding, what they are thinking about.”