HOW DID WE GET HERE?
A little bit about me
As one of China's top Creative leaders, I’ve had the pleasure of guiding and building some of the biggest brands in the country, and entertaining generations of Chinese consumers along the way. Th standards I impose on myself and my international background has led me to being one of the few creative leaders in China to manage global brands from within China.
I truly believe in the power of storytelling. Not simply as a way to make better video content, but as a fundamental structure for communication and creativity that is format independent.
In all my work I try to find the intersection between advertising and entertainment because I think that brands have a duty to use their media dollars to enrich people's lives, and not simply chase after low-quality reach.
I structure creative teams by looking for unconventional talent, because I believe that the job of communications is to inspire the public with ideas that are beyond the ordinary. The unconventional approach I myself took into the creative field, gives me the advantage in delivering unexpected solutions to difficult briefs.
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Chief Creative Officer - BBDO Greater China
Global Team Lead (Mars Inc.)
Apr 2020 - Present
Global Hub Creative leader for Mars' billion dollar Dove Chocolate and Doublemint brands. Responsible for transforming BBDO China into an experience-led model. Oversight on BBDO Shanghai, Beijing and Taiwan. I am also a member of the Mercedes-Benz Global Creative Board via Team X, and the global creative director for AmorePacific skincare brands.
Clients: Mars Inc. (Dove Chocolate, Doublemint, Extra Gum, Snickers, M&ms), ABInbev (Budweiser, Harbin Beer), Haleon (Caltrate) Descente, Pepsi (Gatorade), Mercedes-Benz, AmorePacific (Laneige, Sulwhasoo, Mamonde).
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Chief Creative Officer - BBH China
Sep 2017 - Mar 2020
Reimagining the core business model of BBH to become more competitive and relevant to popular culture. In particular I have been instrumental in building Social Publishing and IP businesses.
Clients: ABInbev; Google; Carabao; Nivea; Samsung; Costa Coffee; Diamond Producers Association
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Chief Creative Officer - BBDO Beijing
Jan 2013 - Aug 2017
Leading teams on the two largest single accounts in BBDO China and incubating a Music business unit.
Clients: Mercedes-Benz; Mars-Wrigley; Bayer.
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Executive Creative Director - BBDO Guangzhou/BBDO South China
Mar 2010 - Dec 2013
Led diverse teams of creative talent across different geographies, and grew a struggling business in a strained market. Where I created China's first billion-viewed campaign - Extra Flavors of Life
Clients: Wrigley (Extra, Doublemint); PepsiCo (Pepsi, Quaker); SCJohnson; FedEx; VISA
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Group Creative Director - Saatchi&Saatchi Guangzhou
Nov 2008 - Feb 2010
Translating global P&G strategies to local behaviour, and picked up numerous awards along the way.
Clients: Proctor & Gamble (Crest, Ariel, Tide); China Mobile
Copywriter to Creative Director - Ogilvy&Mather Shanghai
Jul 2006 - Oct 2008 (Ogilvy Hong Kong 2003-2006)
Where I learned the business, my passion and my craft. Helped to launch Hong Kong Disneyland and created their first mainland China TVC
Clients: Hong Kong Disneyland, Unilever, The Economist, Coca Cola, Fanta, BP Castrol
Recording Artist - BMG (HK) / Freelance Music Engineer
Sep 2002 - Jan 2004
Where I learnt how hard it is to be an artist; how emotion makes communication more powerful, and the ins and outs of the music world.
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Investment Banking Analyst - Merrill Lynch London
Jun 2001 - Jul 2002
Where I discovered the importance of business sense, and also what I didn’t want to do with my life!
Mergers & Acquisitions team in the Gaming and Media segments. Successfully closed 3 deals.
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M.A. (Oxon); B.A. - Hons (Oxon) - Physics & Philosophy
The University of Oxford (New College)
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