• WedgeWedge 1 — 'Coupang is brand-led. Shopee is celebrity-led. You are still performance-led. Which one of those wins 2027?' This is the only wedge that gets past the in-house wall. Pitch a holding-level momo brand platform that gives momo an EMOTIONAL story (something Coupang/Shopee can't easily copy because they're foreign brands without Taiwan-origin equity). The 'Taiwan's own e-commerce' angle is real and underused. Cite https://finance.technews.tw/2024/01/03/momo-vs-coupang/
• WhyZERO public AOR credit. Across multiple 雙11, 618 and brand campaigns from 2023-2025, no creative or media AOR has been credited in Brain.com.tw, UDN, or BNext trade coverage. This is consistent with a heavy in-house + project-based-freelance model — not a stable AOR relationship. Source: https://www.brain.com.tw/search/tag/momo (Brain coverage of momo is sparse and never names a creative agency).
• WhoMing-Chung Tsai (蔡明忠) · Chairman, Fubon Multimedia Technology (concurrent: Chairman of Fubon Financial Holdings + Taiwan Mobile). The only person who can declare a Fubon-Group-level AOR.

1. W1Wedge 1 — 'Coupang is brand-led. Shopee is celebrity-led. You are still performance-led. Which one of those wins 2027?' This is the only wedge that gets past the in-house wall. Pitch a holding-level momo brand platform that gives momo an EMOTIONAL story (something Coupang/Shopee can't easily copy because they're foreign brands without Taiwan-origin equity). The 'Taiwan's own e-commerce' angle is real and underused. Cite https://finance.technews.tw/2024/01/03/momo-vs-coupang/
2. W2Wedge 2 — 'You sold MOMOTV. The free-reach crutch is gone. Let us replace it more efficiently than buying spot-by-spot.' Position WPP/group as the strategic paid-media operator that recovers the reach loss without the channel-overhead costs. Cite https://www.businesstoday.com.tw/article/category/183016/post/202402260006/
3. W3Wedge 3 — 'Fubon Group-level AOR consolidation.' Chairman Tsai Ming-Chung now chairs Fubon Financial (2881), Taiwan Mobile (3045) AND momo (8454). There is no public evidence those three brands buy media as one — but they could. Pitch a Fubon-wide media-and-data consolidation that gives Tsai cross-subsidiary first-party-data leverage. This is a chairman-level pitch, not a CMO-level pitch.
4. W4Wedge 4 — 'momo Ads is a media business pretending to be in-house. Let us help you SELL it like a media company.' Position the agency as the partner that brings agency-trading-desk discipline, brand-safety frameworks, and audience-product packaging to monetize momo Ads to its full potential. This flips the agency from a competitor-of-momo-Ads to an enabler-of-momo-Ads.
5. W5Wedge 5 — 'Livestream commerce convergence needs production firepower you can't hire fast enough.' momo's TV-shopping-to-livestream pivot needs vertical-video, mobile-first, KOL-led production volume that in-house teams will struggle to scale. Pitch a content-production-at-scale model (multi-show, multi-host, multi-category) that an agency network can spin up in months.
6. W6Wedge 6 — 'Your CEO is from telco. Your founder ran Fubon DM. Both backgrounds are DR-coded. We bring the brand-side counterweight you don't have inside.' Frame the lack of brand-AOR as a structural blind spot, not a strength — especially as Coupang attacks with brand creative.
7. W7Wedge 7 — '20th anniversary just passed. 25th is in 2029. The brand-platform window is now.' Use the 2024 20th-anniversary moment as the bridge into a multi-year brand platform that compounds equity before Coupang's brand muscle entrenches. Cite https://corp.momo.com.tw/news/news_page/1501

• ZERO public AOR credit. Across multiple 雙11, 618 and brand campaigns from 2023-2025, no creative or media AOR has been credited in Brain.com.tw, UDN, or BNext trade coverage. This is consistent with a heavy in-house + project-based-freelance model — not a stable AOR relationship. Source: https://www.brain.com.tw/search/tag/momo (Brain coverage of momo is sparse and never names a creative agency).
• Founder Lin Chi-Feng built momo on top of Fubon Direct Marketing (富邦直效行銷顧問公司) — a direct-response, in-house, measurable-ROI marketing philosophy. This DNA structurally disfavors brand-AOR-style retainers. Source: https://www.aamataipei.com.tw/archives/portfolio/%E6%9E%97%E5%95%93%E5%B3%B0
• President Ku Yuan-Hung came from Taiwan Mobile (also a Fubon Group company) where Dentsu Taiwan historically held creative and ZenithOptimedia held media (circa 2007 — needs refresh). If a Fubon Group-level agency consolidation is on the table, Ku's previous comfort patterns from TWM are a leading indicator — but no public evidence yet that this consolidation has happened.
• The trade story momo wants to tell in 2025 is 'we are becoming a media owner' (momo Ads + momo聯播網 + Meta partnership + AI creative optimization) — NOT 'we ran a great brand campaign'. This is a posture problem for any traditional creative-led pitch. Source: https://tw.stock.yahoo.com/news/%E5%AF%8C%E9%82%A6%E5%AA%92%E6%94%9C%E6%89%8Bmeta%E6%8E%A8%E5%87%BA-momo%E8%81%AF%E6%92%AD%E7%B6%B2
• Fubon Group has at least three large brand-marketing budgets (Fubon Financial 2881, Taiwan Mobile 3045, momo 8454) plus smaller ones (Fubon Securities, Fubon Insurance). There is no public evidence these consolidate to a single group AOR — but Tsai Ming-Chung is now Chairman of all three. The structural opportunity for a group AOR pitch exists; the structural inertia (each subsidiary buys independently) is equally real.
• 2024 MOMOTV divestiture removes a captive media-property crutch. momo can no longer 'just air it on our own channel for free' — reach must increasingly be paid for externally. This is a budget-shift signal in favor of external agencies. Source: https://www.businesstoday.com.tw/article/category/183016/post/202402260006/
• Cumulative 2025 EPS declined 18% YoY (NT$11.29 vs. NT$13.69 in 2024). Slowing growth + margin pressure + Coupang's aggressive Taiwan entry is the macro context. When growth slows, e-commerce CFOs typically scrutinize agency retainers — but they also reach for big brand moves to reignite top-of-funnel. Either lever could open up. Source: https://www.bnext.com.tw/article/82733/momo-2025-pressanualmeet
• Coupang/酷澎is being positioned by Taiwan e-commerce commentators as momo's biggest 2024-2026 threat for B2C dominance. Coupang's playbook is brand-led — heavy TVC, big celebrity-style brand creative. If momo concedes the brand-creative battle, they lose. This is the single best 'why now' for a creative-led pitch. Source: https://finance.technews.tw/2024/01/03/momo-vs-coupang/

• Yuan-Hung Ku (谷元宏)President / 總經理, Fubon Multimedia Technology (momo.com)

  since 2019

  Joined momo in 2019 after a 14-year career at Taiwan Mobile (副營運長 / 商務長 / Deputy COO and Chief Commercial Officer). He is the public face of momo's annual strategy and is consistently the executive quoted in earnings/marketing announcements (e.g., 2024 Double-11 launch press conference; 2025 annual press meet on growth slowdown). All major brand-platform and 雙11 / 618 narrative decisions ultimately route through him.

  Source ↗
• Ya-Wen Lin (林雅雯) — name from corp site; identity needs confirmationVice President, President's Office & Marketing/PR Department (總經理室暨行銷公關部 副總經理)

  since unknown

  Listed on the official momo management team page as the senior executive over the combined President's Office + Marketing & PR function — i.e., the closest thing momo has to a CMO. Public source describes a prior senior marketing role at a major e-commerce platform plus telco + financial-services marketing background, which fits the Fubon/Taiwan Mobile talent pipeline pattern. NOTE: A separately-cited 林雅雯 at momo appears tied to the momoBook e-reader/e-book business (ex-Taiwan Mobile myBook). Possibly the same person consolidating multiple roles, possibly a name collision — needs LinkedIn confirmation before pitching.

  Source ↗
• Ming-Chung Tsai (蔡明忠)Chairman, Fubon Multimedia Technology (concurrent: Chairman of Fubon Financial Holdings, Chairman of Taiwan Mobile)

  since June 2022

  Took over the momo chairmanship in June 2022 after founder Lin Chi-Feng (林啟峰) abruptly retired. Tsai personally drives Fubon Group-level brand and capital decisions including the 2024 sale of the loss-making MOMOTV cable channel. Any holding-level agency consolidation across Fubon Financial / Taiwan Mobile / momo would require his sign-off. He is the only person in the group with the authority to declare a Fubon-wide AOR.

  Source ↗
• Chi-Feng Lin (林啟峰)Founder; former Chairman & President of momo (now Senior Advisor)

  since retired June 2022

  Founded momo in 2004 and built it into Taiwan's #1 GMV e-commerce. Background relevant for pitching: he literally founded and ran Fubon Direct Marketing (富邦直效行銷顧問公司) inside the Fubon group before momo, and held the marketing-director role at Fubon Financial Holdings. The 'direct-response / DR-style / measurable response' DNA of momo's advertising comes directly from him. He still influences brand decisions as senior advisor.

  Source ↗
• (momo Ads / RMN leadership) — name not publicly confirmedHead of EC Advertising Business (momo Ads / Retail Media Network)

  since unknown

  momo Ads is now the fastest-growing margin lever inside the company — Double-11 2024 ad-investment volume on the platform reportedly grew 3.5x YoY, and momo just launched the 'momo聯播網' (momo Ad Network) with Meta to expand RMN inventory beyond momo.com. Whoever leads this org has rapidly rising influence because RMN revenue is now a board-level KPI. Hiring listings reference an 'EC廣告業務部' under which sit performance + brand ad systems. Worth identifying by name for pitch routing — this person is increasingly the buyer of agency-grade brand/RMN integrated planning.

  Source ↗

momo in 2024-2025 reads as a direct-response, performance-first, in-house-dominant marketer that is structurally pivoting from 'media buyer' to 'media owner'. The flagship narrative is no longer 'big TVC' — it's RMN, momo Ads, the Meta-powered momo聯播網, AI-optimized creative engines, and livestream-commerce convergence with the legacy TV-shopping format. Public trade coverage of momo's biggest moments (雙11, 618, 20th anniversary) credits no external creative agency, which is consistent with in-house plus project-based freelance production rather than a retained AOR. Founder DNA (Lin Chi-Feng / Fubon Direct Marketing) and current president DNA (Ku Yuan-Hung / ex-Taiwan Mobile CCO) both lean direct-response and measurable. The fragility: Coupang is brand-led, Shopee is celebrity-led, and momo's brand voice is comparatively undifferentiated outside performance — exactly the moment a credible creative-led challenger can land an emotional brand-platform pitch. Sources: https://corp.momo.com.tw/news/news_page/1501, https://tw.stock.yahoo.com/news/%E5%AF%8C%E9%82%A6%E5%AA%92%E6%94%9C%E6%89%8Bmeta%E6%8E%A8%E5%87%BA-momo%E8%81%AF%E6%92%AD%E7%B6%B2, https://finance.technews.tw/2024/01/03/momo-vs-coupang/

• momo 雙11 2024 — '雙11超狂購物節 / momo雙11一次全買清'2024 · unknown (no agency credited in trade press; likely in-house creative + freelance production) · Integrated: TVC, OOH, digital, KOL, app push, livestream, in-store TV-shopping crossover; six '雙料好康' mechanics including SUZUKI car giveaway + China Airlines tickets + team-up rebates

  Anchored on momo's 20th anniversary; CEO Ku Yuan-Hung publicly framed it as 'this year's Double-11 will surpass the previous 19 years combined'. Over NT$200M in 'pet-fan' rebates, 'mo店+' B2B2C launch tie-in, hundreds of thousands of SKUs. The single biggest paid-media moment of the momo calendar — bigger than 618 and bigger than Mother's Day. Source coverage: UDN, momo IR newsroom. Notably the trade coverage NEVER credits an external creative agency, which is the signal.

  Source ↗
• momo 雙11 2025 / 618 2025 — RMN-led campaign architecture2025 · unknown · RMN-first: momo Ads platform + 'momo聯播網' (Meta partnership) + Google Ads integration across search/social/display + on-platform livestream

  2025 marketing rhetoric pivoted hard from broadcast TVC to RMN performance — momo IR materials emphasize AI-optimized creative engines and the new 'momo聯播網' Meta tie-up as the dominant story. Suggests campaign budget is moving from agency-bought TVC media into self-served performance + RMN inventory. Critical signal for any media-agency pitch: momo is increasingly its OWN media owner, not just a buyer.

  Source ↗
• MOMOTV divestiture (cable channel sale) — 20242024 · n/a (corporate transaction) · M&A / divestiture

  Chairman Tsai sold the loss-making MOMOTV cable channel (~NT$100M/year losses) for under NT$200M in early 2024. Important context for any pitch: this is NOT the TV-shopping business (still alive on CH48 'momo購物一台'). It IS the general-entertainment + sports channel. The decision signals Fubon is cleaning up unfocused media properties and consolidating brand spend behind momo.com + the TV-shopping channel + RMN. Marketing implication: less owned-broadcast inventory to lean on; more reason to spend with external agencies on broader audience reach.

  Source ↗
• TV-shopping → livestream commerce convergence2023 · in-house (momo Live team) · Livestream commerce on momo購物網 + momo看看買 app; TV-shopping format ported to mobile vertical video

  momo is one of the few global e-commerce players running TV-shopping AND livestream-commerce concurrently, leveraging 20 years of TV-shopping production muscle. As early as 2018, livestream sales were growing 60% YoY; the format has matured significantly. The host-led, demonstration-heavy, urgency-pricing style of TV shopping is being remixed for mobile. Strong in-house production capacity is a structural reason momo doesn't need a traditional creative AOR for product-led content.

  Source ↗
• momo Ads / RMN ecosystem build-out2024 · in-house (EC廣告業務部 / momo Ads) · Self-serve DSP + managed-service brand ad sales + Meta联播 partnership

  momo Ads has crossed 10,000+ brand advertisers; Double-11 2024 ad investment on the platform reportedly grew 3.5x YoY. This converts momo from an ad buyer into an ad seller, which structurally reduces its dependence on external agencies for media planning. The product roadmap suggests AI-driven creative optimization (auto-generated ad creative variants for retailers) is being built in-house — this is exactly the territory a Mindshare/GroupM/dentsu could try to claim as JV / co-built capability.

  Source ↗

• Ming-Chung Tsai (蔡明忠)Chairman, Fubon Multimedia Technology (concurrent: Chairman of Fubon Financial Holdings + Taiwan Mobile). The only person who can declare a Fubon-Group-level AOR.
  ↗
• Yuan-Hung Ku (谷元宏)President / 總經理 — owns the campaign narrative and CFO conversations. The buyer-of-record for any momo-only AOR pitch.
  ↗
• Ya-Wen Lin (林雅雯)VP, President's Office & Marketing/PR Department — operational owner of brand/PR work (identity needs LinkedIn confirmation).
  ↗
• Head of momo Ads / EC Advertising Business — name unconfirmedOwner of the RMN P&L and the Meta 'momo聯播網' partnership; rising influence on any media/data-agency conversation.
  ↗
• Chi-Feng Lin (林啟峰)Founder + Senior Advisor. Not the day-to-day decision-maker but his direct-response DNA still shapes what gets approved.
  ↗

Don't pitch 'we'll build you a RMN / DSP / first-party data platform' — momo Ads + 'momo聯播網' already exists and Meta is the launch partner. Bragging about MarTech capability they already own will read as not having done your homework. Don't pitch a generic 'big TVC' moment — momo's founder DNA (Fubon Direct Marketing) and current president DNA (ex-Taiwan Mobile CCO) are both DR-coded; pure-broadcast pitches without measurable response mechanics will get killed in the room. Don't claim a Fubon Group AOR consolidation 'should' happen at the CMO level — that decision lives only with Chairman Tsai Ming-Chung; if you want to talk consolidation, route it through Fubon Financial (2881) board relationships, not through momo. Don't attack the in-house team — momo's internal creative + production org is large, capable, and a point of CEO pride. Position around what they CAN'T do at scale (multi-show vertical-video production, brand-platform craft, Coupang counter-creative) rather than what they're doing badly. Don't lean on 'we did this for [foreign e-commerce client]' case studies — momo's wedge is being Taiwan's home-grown answer to Coupang/Shopee. Western-brand case studies hurt more than they help. Don't budget for a long courtship — slowing growth + Coupang threat means decisions could move fast in either direction.

• PChome 24h Shopping (TWSE 8044) — direct competitor; smaller scale, weaker brand-marketing posture; merging Yahoo Shopping into PChome creates a near-term distraction for them and a window for momo.
• Shopee Taiwan (unlisted; parent: Sea Limited NYSE:SE) — direct competitor; aggressive celebrity endorsement playbook (e.g., 謝金燕 / Jeannie Hsieh for 618), Meta-integrated commerce, KOL-led; the most brand-led of momo's competitors.
• Coupang Taiwan / 酷澎 (parent: Coupang NYSE:CPNG) — fastest-growing B2C challenger, brand-marketing-led entry strategy, identified by Taiwan e-commerce media as momo's #1 threat through 2026.
• Yahoo Shopping Taiwan — being absorbed into PChome ecosystem post-acquisition.
• Rakuten Taiwan — smaller but consistently active in 618/雙11.
• Taobao / cross-border platforms — structural rather than head-to-head competitor.
• Sister brands within Fubon Group compete for the SAME group marketing-budget pool: Fubon Financial (2881), Taiwan Mobile (3045 — runs myfone retail + myMusic + myVideo OTT), Fubon Securities, Fubon Insurance, Taipei Fubon Bank.

• ? Identity confirmation: is the '林雅雯' on the official management-team page the same person as the '林雅雯' previously covering momoBook / e-reader business, or are these two different individuals? LinkedIn lookup needed before any direct outreach.
• ? Who actually leads momo Ads / EC廣告業務部 by name? This person is the rising decision-maker on any RMN/media partnership but is not publicly named in trade press.
• ? Is there a retained creative or media AOR in 2025-2026 that simply doesn't get credit publicly? Possible candidates worth back-checking via industry contacts: dentsu Taiwan (historical Fubon-Group ties via Taiwan Mobile), ADK Taiwan, Leo Burnett Taiwan, GroupM (Mindshare/Wavemaker) for media.
• ? Direct advertising/marketing-expense disclosure line in the FY2024 / FY2025 Fubon Multimedia annual report — needed to size the pitch. PDF not parsed within time budget.
• ? Has Chairman Tsai Ming-Chung made any internal noise about Fubon-Group-level marketing consolidation across Fubon Financial / Taiwan Mobile / momo? If yes, this becomes a chairman-level rather than CMO-level pitch.
• ? Coupang Taiwan's actual ad-spend trajectory through 2025-2026 — public estimates would calibrate the 'why now' urgency of a brand-led counter-pitch.
• ? Is momo's TV-shopping channel (CH48 'momo購物一台') generating positive cashflow or being subsidized? Important context — divestiture of MOMOTV cable channel does NOT automatically imply CH48 is healthy.
• ? Confirmation of which media agency (if any) handles momo's external digital media buys outside the in-house momo Ads ecosystem — Google search/display campaigns, programmatic display, paid social on Meta/TikTok/LINE.