• WedgeWedge 1 — 'Shopee attacked you on delivery. Coupang is attacking you on brand. You haven't answered either. Let us answer.' This is the cleanest single wedge. Shopee's '習慣你的遲到' (got used to your tardiness) TVC + Coupang's brand-led entry constitute a public, documented, two-front creative attack to which PChome has produced no public counter-creative. A WPP creative-led pitch can land here with concrete competitive-response work. Cite https://hansli0417.medium.com/蝦皮24h怎麼利用廣告拉抬自己地位-pchome又該如何回應-acbd2b49ea9
• WhyZERO public creative or media AOR credit across the entire 2023-2026 PChome campaign record. Brain.com.tw, Inside, BNext, and Commercial Times coverage of the Double-11 2024 push, the '你在哪home就在哪' brand-platform series, and the 2025 7-ELEVEN super-speed launch never names an agency. Consistent with in-house creative + project freelance + corporate-comms-led PR — NOT a retained AOR. This is the strongest single signal.
• WhoJan Hung-Tze (詹宏志) · Founder & Chairman. The single voice of the brand externally. Any brand-platform or AOR decision routes through him. Capital-disciplined, operationally-minded; emotional pitches must come wrapped in measurable response mechanics.

1. W1Wedge 1 — 'Shopee attacked you on delivery. Coupang is attacking you on brand. You haven't answered either. Let us answer.' This is the cleanest single wedge. Shopee's '習慣你的遲到' (got used to your tardiness) TVC + Coupang's brand-led entry constitute a public, documented, two-front creative attack to which PChome has produced no public counter-creative. A WPP creative-led pitch can land here with concrete competitive-response work. Cite https://hansli0417.medium.com/蝦皮24h怎麼利用廣告拉抬自己地位-pchome又該如何回應-acbd2b49ea9
2. W2Wedge 2 — 'Taiwan's own e-commerce — the Coupang antibody.' PChome's structural moat vs Coupang is not capex (Coupang outspends them); it's Taiwan-origin equity. Jan Hung-Tze founded modern Taiwan internet retail in 1998. That's a brand-platform story Coupang literally cannot tell. Position WPP as the partner that converts this latent equity into emotional brand creative the way Shopee converted celebrity into engagement.
3. W3Wedge 3 — 'You won the operational story. Now win the emotional story.' Jan's 2025 narrative ('infrastructure engineering', warehouse consolidation, 7-ELEVEN super-speed) is convincing inside the company but invisible outside it. Pitch a 'turnaround brand platform' that translates the operational wins (faster delivery, 7-ELEVEN integration, uniopen ecosystem) into consumer-resonant creative — without abandoning the measurability the chairman demands.
4. W4Wedge 4 — 'Uni-President is now a 30% shareholder. There's a group-AOR conversation hiding inside this cap table.' Uni-President (1216) is a top-tier Taiwan ad buyer with deep CPG agency relationships. A cross-entity media + first-party-data play (PChome retail data + Uni-President CPG categories + uniopen 7-ELEVEN footfall + OpenPoint loyalty) could be a holding-level pitch larger than PChome alone. Route through Uni-President's existing agency relationships if any overlap with WPP.
5. W5Wedge 5 — 'PChome Ads is a media business in early innings. Let us help you sell it harder.' Google PfM integration + TenMax sales-agency partnership shows PChome wants to monetize RMN — but TenMax is a specialist, not a holding-network agency. A WPP-network sales partnership could bring brand-advertiser relationships TenMax can't access (CPG, auto, financial services) and turn PChome Ads into a meaningful margin lever. Cite https://www.newspie.com.tw/pchome-ads-20260115/
6. W6Wedge 6 — 'Decision path is two people: Jan and Alice. We can get to both. We can land in 8 weeks instead of 6 months.' Sell PITCH SPEED. PChome's founder-led structure means no procurement-driven 6-month RFP — IF you can get an audience with Jan or 張瑜珊 directly, the relationship-decision-deployment cycle is months, not years. This is a stark contrast to pitching momo (Fubon Group decision matrix) or Shopee (Singapore HQ).
7. W7Wedge 7 — 'You're turning profitable. The 2026 brand-investment window is now or never.' H1 2025 operating revenue turned positive. Historical precedent (momo 2018) says the moment an e-commerce platform crosses to profit is the moment brand spend ramps. Frame the pitch as 'the brand platform you reinvest INTO with the first dollar of profit'.

• ZERO public creative or media AOR credit across the entire 2023-2026 PChome campaign record. Brain.com.tw, Inside, BNext, and Commercial Times coverage of the Double-11 2024 push, the '你在哪home就在哪' brand-platform series, and the 2025 7-ELEVEN super-speed launch never names an agency. Consistent with in-house creative + project freelance + corporate-comms-led PR — NOT a retained AOR. This is the strongest single signal.
• The independent Medium critique '那些可惜了的行銷預算' (that wasted marketing budget) — written by an outside marketer about PChome's emotional brand-platform attempts — is exactly the public-domain artifact that a challenger creative pitch can use as 'here's what's not working and why'. Two parts published, both critical of execution craft. Source: https://lucieliu.medium.com/那些可惜了的行銷預算-pchome24h購物-你在哪-home就在哪-求婚篇-7e86759ebe89
• PChome's 2025 trade narrative has pivoted hard from 'brand campaign' to 'infrastructure engineering' — Jan Hung-Tze's own framing in 2025 shareholder meetings is about warehouse consolidation, app optimization, mobile-commerce share. Public posture is operational, not brand-led. This is the wedge AND the obstacle: brand-platform pitches will be filtered through an operationally-minded chairman. Source: https://www.bnext.com.tw/article/83687/pchome-shareholder-meeting-2025
• Shopee Taiwan ran an explicit competitive-attack TVC against PChome's delivery speed — '習慣你的遲到' (got used to your tardiness) — directly mocking PChome's slowness. PChome has NOT publicly responded with comparable counter-creative. The brand-defense vacuum is real. Source: https://hansli0417.medium.com/蝦皮24h怎麼利用廣告拉抬自己地位-pchome又該如何回應-acbd2b49ea9
• Coupang Taiwan is the brand-led challenger (heavy TVC, deep-discount celebrity-grade creative, NT$12.7B Taiwan capex committed) — and PChome's chairman, when asked at 2025 shareholder meeting about competing with Coupang, essentially said 'capital war, last man standing wins'. That's a survival posture, not a brand posture. Creative-led counter-attack is structurally underweighted. Source: https://www.gvm.com.tw/article/122299
• FY2024 consolidated after-tax net loss NT$430M (improved from NT$520M FY2023); revenue NT$37.6B (down ~9% YoY). Marketing-procurement scrutiny will be high — but H1 2025 turned positive on operating revenue, opening a possible 're-invest in brand' window. Source: https://www.bnext.com.tw/article/83687/pchome-shareholder-meeting-2025
• Founder-CEO model + small senior team means the marketing buyer is effectively a 2-person decision (Jan + 張瑜珊). Short decision path is GOOD for pitch velocity but BAD for inertia-driven AOR placements — relationships must be built personally with one of those two.
• Uni-President (1216) now ~30% shareholder. Uni-President is a top-5 Taiwan ad buyer with established agency relationships (food/CPG-led). Whether Uni-President pushes its agencies down onto PChome OR PChome's marketing stays independent is a known-unknown that any pitch must address. Source: https://www.cmmedia.com.tw/home/articles/50344

• Jan Hung-Tze (詹宏志)Founder & Chairman, PChome Online (網路家庭)

  since 1998 (founder); returned as acting CEO July 2022 after CEO 蔡凱文 resigned; currently Chairman

  Taiwan e-commerce founding father. Personally drives narrative at every shareholder meeting and trade-press appearance. 2025 shareholder meeting messaging — 'capital war, last man standing wins' and 'foreign capital pressure is something physical retail learned 30 years ago' — frames the entire company posture vs Coupang/Shopee. He is the single voice of the brand externally. Any big creative or brand-platform decision routes through him. Source: https://www.bnext.com.tw/article/83687/pchome-shareholder-meeting-2025

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• Alice Chang / Yu-Shan Chang (張瑜珊)Group CEO & General Manager, PChome Online (since Aug 2022)

  since August 2022

  Ex-Google engineer, Stanford dual-master's, founder of 媽咪愛 (Mommy Love) baby/maternal e-commerce. Parachuted in by Jan to lead the turnaround. Personally directed the NT$100M+ Double-11 2024 marketing push and the 2025 'super-speed delivery' (midnight order → 9AM convenience-store pickup) launch with 7-ELEVEN. In March 2025 she resigned the BOARD seat (not her operating role) as part of the Uni-President strategic investment governance change — she remains Group CEO & GM. She is the operational buyer of marketing services. Source: https://www.ctee.com.tw/news/20241105700164-439901

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• Bossvera Chan (詹斯惇)President (公開資料不一致 — needs confirmation; possibly President of a PChome group subsidiary, not the listed entity 8044)

  since unconfirmed

  Name was supplied in the research brief as 'current President'. Direct search returned no public Taiwanese trade-press hits matching this exact name in a PChome 8044 President role; CEO 張瑜珊 / 總經理 is on public record. Possibilities: (a) a subsidiary or vertical (PChome Store, PChome Pay, PChome Travel) President, (b) a generation-2 family role (Jan's son), (c) a transliteration / romanization variance we did not match. Flag for LinkedIn confirmation before any outreach. Do NOT cite externally until verified.

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• Head of PChome Marketing Dept (行銷部) — not publicly namedMarketing Director / Head of Marketing, PChome 24h

  since unknown

  PChome's management-team page lists corporate officers but does NOT name a Chief Marketing Officer or VP Marketing. Yourator/104 hiring listings reference an active 行銷部 (Marketing Dept) recruiting affiliate-marketing specialists, brand specialists, and performance roles. The function exists, but the senior owner is not named in public trade press. Likely sits under CEO 張瑜珊 directly given the org's flatness post-turnaround. Identifying this person by name is the single highest-value open question for outreach.

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• Head of PChome Ads / RMN — not publicly namedHead of Retail Media Network business

  since 2024 (RMN product launch)

  PChome formally launched a Retail Media Network ad product in 2024, then deepened it with Google's Performance Max for Marketplace (PfM) in early 2026 — PChome was the FIRST Taiwan-local e-commerce platform to adopt PfM. TenMax is the named first sales-agency partner. The person running this P&L is a rising decision-maker for any media-agency conversation. Source: https://www.newspie.com.tw/pchome-ads-20260115/ and https://www.ioiotimes.com/?p=135535

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PChome in 2024-2026 is a survival-mode founder-led incumbent pivoting hard into operational fundamentals (warehouse consolidation at Linkou A7, app-first mobile commerce at 60.8%+ of revenue, 7-ELEVEN super-speed pickup, RMN ad-platform monetization) while ceding the brand-creative battle to better-funded foreign challengers (Coupang) and more agile domestic platforms (Shopee, momo). Founder Jan Hung-Tze's public framing in 2025 is 'capital war, last man standing wins' and 'infrastructure engineering' — an operational, not emotional, posture. The marketing organization appears in-house-led with no publicly credited creative or media AOR across multiple Double-11 cycles. Their last emotional brand platform ('你在哪home就在哪') was publicly critiqued as wasted spend with weak execution craft. Marketing buyer is effectively a two-person decision (Chairman Jan + Group CEO Alice Chang 張瑜珊). The Uni-President 30% strategic shareholding introduces a possible parent-led agency-consolidation pathway but no public evidence it's been triggered. The flag risk for any pitch: PChome's chairman is operationally-minded and capital-disciplined — emotional brand-platform pitches must be wrapped in measurable response mechanics or they will be killed in the room. The opportunity: Coupang is winning the brand-creative war, Shopee already attacked PChome's delivery directly, and PChome has NO publicly visible counter-creative response. This is a defensible 'why now' wedge. Sources: https://www.bnext.com.tw/article/83687/pchome-shareholder-meeting-2025, https://www.gvm.com.tw/article/122299, https://hansli0417.medium.com/蝦皮24h怎麼利用廣告拉抬自己地位-pchome又該如何回應-acbd2b49ea9

• PChome Double-11 2024 — NT$100M+ marketing push2024 · unknown (no agency credited in trade press) · Integrated: TVC, digital, app push, OOH, convenience-store pickup tie-ins; price-led mechanics

  CEO 張瑜珊 publicly committed 'over NT$100M' in marketing spend for Double-11 2024 — the first big paid-media moment of the turnaround era. Framed as 'Q4 will outperform prior periods'. Trade coverage in Commercial Times credits the spend to 張瑜珊 personally but does NOT credit any creative or media agency. Consistent with in-house + project-freelance model rather than retained AOR. Source: https://www.ctee.com.tw/news/20241105700164-439901

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• '你在哪 home就在哪' (Where you are, home is) — brand-platform TVC series2023 · unknown (no agency credited; analyzed but unattributed in Medium critique) · TVC + YouTube + Facebook fan-page — multi-episode emotional brand-platform (求婚篇 / proposal episode, 父子篇 / father-son episode)

  PChome's most recent attempt at an EMOTIONAL brand platform — a multi-episode narrative campaign trying to position the box arriving at home as a vessel for love/family moments (proposal ring, father-son reconnection). Independent marketing critic Lucie Liu published a two-part Medium critique titled '那些可惜了的行銷預算' ('that wasted marketing budget') — i.e., the campaign was publicly judged as well-funded but poorly converting. No agency is credited. This is the campaign-craft gap a creative-led WPP pitch can attack. Source: https://lucieliu.medium.com/那些可惜了的行銷預算-pchome24h購物-你在哪-home就在哪-求婚篇-7e86759ebe89

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• PChome × 7-ELEVEN 'super-speed delivery' launch (2025)2025 · in-house + corporate-comms-led · Press conference + PR + on-platform UI — operational launch with marketing wrap

  October 2024 PChome joined uniopen ecosystem (Uni-President OpenPoint integration). In 2025 PChome rolled out '半夜下單早上九點到超商' (order at midnight, pick up at 7-ELEVEN at 9AM) — a defensive convenience-pickup play vs Coupang's Rocket Delivery. The story is logistics-first, not creative-first; no agency credit. Confirms the marketing posture: operational story, in-house comms. Source: https://www.gvm.com.tw/article/125581

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• PChome Ads RMN + Google Performance Max for Marketplace (PfM) launch2026 · Google (technology partner); TenMax (sales-agency partner) · Self-serve + managed-service AI retail-media ad platform — first Taiwan-local e-commerce platform to adopt Google PfM

  January 2026: PChome announced it's the first Taiwan-local e-commerce platform to integrate Google Performance Max for Marketplace. Pitched as ROAS-doubling for brand advertisers. TenMax named as first sales-agency partner. This is PChome turning into a media OWNER, not just a media BUYER — same arc as momo with momo Ads. Implication for any pitch: PChome's marketing-budget conversation is splitting into two — (a) PChome's own brand-marketing spend, (b) the RMN platform PChome SELLS to other brands. Sources: https://www.newspie.com.tw/pchome-ads-20260115/ and https://www.ioiotimes.com/?p=135535

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• Uni-President strategic investment (Q1 2024) — corporate transaction2024 · n/a · Private placement + strategic shareholder + board seats

  Uni-President Group (統一企業, 1216) took ~30% strategic stake in PChome in early 2024. Triggered (a) warehousing/logistics consolidation into Linkou A7 smart warehouse, (b) the uniopen / OpenPoint loyalty tie-up, (c) the March 2025 board reshuffle where CEO 張瑜珊 and CFO 周磊 stepped down from director (not operating) roles. Marketing implication: PChome is now structurally connected to the largest CPG/retail group in Taiwan — which has its OWN large agency relationships (Uni-President is a massive ad buyer). Possible cross-AOR conversation. Source: https://www.cmmedia.com.tw/home/articles/50344

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• Jan Hung-Tze (詹宏志)Founder & Chairman. The single voice of the brand externally. Any brand-platform or AOR decision routes through him. Capital-disciplined, operationally-minded; emotional pitches must come wrapped in measurable response mechanics.
  ↗
• Alice Chang / 張瑜珊Group CEO & GM. Operational owner of the marketing-spend P&L. Personally directs Double-11 strategy. Ex-Google engineer + founder, so will scrutinize measurement frameworks closely. The buyer-of-record for any operational marketing-services pitch.
  ↗
• Bossvera Chan (詹斯惇)User-provided context lists him as current President — NOT verified in public Taiwanese trade press. Needs LinkedIn confirmation before any outreach. Possible generation-2 family role or subsidiary President.
  ↗
• Head of PChome Marketing Dept — name unknownOperational marketing owner reporting to CEO 張瑜珊. The day-to-day buyer of campaign execution. Identifying this person by name is the highest-leverage outreach action.
  ↗
• Head of PChome Ads / RMN — name unknownOwner of the retail-media-network P&L, the Google PfM partnership, and the TenMax sales-agency relationship. Rising influence on any media/data-agency conversation.
  ↗
• Uni-President (1216) board representatives on PChome board (post-March 2025 reshuffle)Strategic-shareholder voice. Could push group-level agency-consolidation conversations down onto PChome marketing. Names not parsed within time budget.
  ↗

Don't pitch a stand-alone emotional brand-platform without measurable response mechanics — Jan is capital-disciplined and the last brand-platform attempt ('你在哪home就在哪') was publicly judged as wasted spend. Wrap every creative concept in a measurement and conversion framework or it dies in the room. Don't pitch 'we'll build you a retail-media-network platform' — PChome Ads already exists, the Google Performance Max for Marketplace integration is done, and TenMax is the sales partner. Bragging about MarTech build will read as not having done the homework. Don't propose ignoring Uni-President — pretending the 30% shareholder doesn't matter signals naivete about Taiwan corporate governance; instead address whether your pitch is PChome-only or a cross-Uni-President play. Don't lead with foreign-brand case studies (especially Coupang's home market Korea) — PChome's wedge IS being Taiwan-origin; Western case studies actively work against the pitch narrative. Don't try to bypass Jan and Alice with a CMO-level outreach — there isn't a publicly-named CMO. Going through HR/procurement will lose 3-6 months. The path is direct to the two named decision-makers. Don't claim Coupang/Shopee superiority on creative — Jan will read it as defeatism. Frame their challenge as the catalyst, not the verdict. Don't budget for a long courtship — H1 2025 turn-to-profit is the inflection moment; if WPP doesn't move in 2026, the brand-spend uplift will be allocated by someone else.

• momo / Fubon Multimedia (TWSE 8454) — direct B2C competitor and the GMV leader in Taiwan; performance-led marketing posture, RMN-first 2025 story, momo Ads + Meta 'momo聯播網'.
• Shopee Taiwan (unlisted; parent Sea Limited NYSE:SE) — most brand-creative-aggressive of the three big platforms (謝金燕 celebrity playbook, competitive-attack TVC against PChome).
• Coupang Taiwan / 酷澎 (parent Coupang NYSE:CPNG) — fastest-growing 2024-2026 challenger, brand-led entry with deep subsidy, NT$12.7B Taiwan capex; the existential threat in Jan Hung-Tze's own words.
• Yahoo Shopping Taiwan — being absorbed into PChome's own ecosystem post-acquisition; same parent context.
• Rakuten Taiwan — secondary; consistently active in 618/雙11 but smaller.
• Sister entity PChome Store (網家集團旗下 — the 露天拍賣 / Ruten C2C marketplace business) — sometimes splits brand budget within the same group.

• ? IDENTITY CONFIRMATION: who is '詹斯惇 / Bossvera Chan' and what is his actual role at PChome 8044 vs a subsidiary? Public Taiwanese trade press does not surface this name in the President role of the listed entity. LinkedIn confirmation required before any outreach.
• ? Who is the named head of PChome's Marketing Department (行銷部) reporting to CEO 張瑜珊? Not publicly named in any 2024-2026 trade coverage reviewed. Highest-leverage outreach question.
• ? Who runs PChome Ads / RMN P&L? This person owns the Google PfM partnership and the TenMax sales-agency relationship — rising decision-maker but not publicly named.
• ? Is there a retained creative or media AOR in 2024-2026 that simply isn't credited publicly? Likely candidates worth back-checking with industry contacts: dentsu Taiwan, ADK Taiwan, Ogilvy Taiwan, GroupM (Mindshare/Wavemaker) for media. Zero public credit across multiple Double-11 cycles is more likely a NO-AOR signal than a hidden-AOR signal — but worth verifying.
• ? Did Uni-President (1216) bring its existing agency relationships down onto PChome marketing post-March-2025 board reshuffle? If yes, this is a parent-led decision, not a PChome-only decision.
• ? Direct advertising/marketing-expense disclosure line in the FY2024 / FY2025 PChome annual report — needed to size the pitch properly. PDF not parsed within time budget.
• ? Has PChome produced any creative response (TVC, social, OOH) to Shopee's '習慣你的遲到' attack or Coupang's brand-led entry? Lawrence's manual LinkedIn / Facebook fan-page review could surface this faster than search.
• ? What is the actual relationship between the listed entity PChome Online (8044) and PChome Store (8902) for marketing-budget allocation? They are co-listed siblings — does brand spend get aggregated or split?
• ? Is PChome Travel / PChome Pay / PChome 24h treated as one brand or multiple sub-brands for marketing purposes? Sub-brand architecture matters for any platform-level pitch.