Paolo Mercado is a man with many hats. His responsibilities include advertising and media, digital marketing and social media, consumer services, consumer insights and marketing training and competence development with joint venture partners. Originally from the Philippines, almost two years after moving to Beijing following a stint at Nestlé’s headquarters in Switzerland, Mercado is excited about Beijing involved in several unique aspects of Nestlé’s marketing and brand building. “Because there is no Facebook in China, we are working with Baidu for searching,” says Mercado, adding that micro movies are an important part of the brand’s strategy. “We have also co-produced a sitcom called Camera Café with Tencent, which generated a good number of cumulative views,” he says. The series relies on social interaction and online sharing functions to offer a heightened level of engagement to the audience.  Research, listening and responding to online conversations about Nestlé have become central to the brand’s activities. “How we identify and respond to key influencers is very important,” he adds, highlighting the practicality of the multimedia research solutions Baidu offers to marketers. Looking ahead, he intends to place more emphasis on aligning initiatives generated by paid, owned and earned digital and online marketing and branding.