Calvin Yeap joins Saatchi & Saatchi X as new business director for P&G Greater China and Asia-Pacific

Malaysian Chinese Yeap (pictured) relocated to China on 12 March and is based in Guangzhou. He will focus on leading the shopper marketing and retail activation practice for P&G accounts across Greater China and Asia-Pacific, handling P&G brands including Pampers, Safeguard, Head & Shoulders and Crest. He reports to Michael Tan, managing director, Asia-Pacific of Saatchi & Saatchi X.

Yeap brings 15 years of experience in integrated marketing, brand identity, shopper marketing, trade and field marketing across FMCG and non-FMCG clients in the Malaysian and Asia-Pacific markets.

Most recently he was with OgilvyAction in Malaysia for more than four years, where he led the shopper marketing practice as part of his business development role. As the shopper marketing lead, he worked on various projects for Kraft Foods, GSK, Nestle and Coca-Cola across various customer types and retail channels.

Prior to this, he was the account management lead for OgilvyAction’s Asia-Pacific hub for British American Tobacco’s value brands. He has developed trade and customer programs for British American Tobacco and BP Castrol.

Yeap's appointment follows two other P&G-related senior appointments at Saatchi & Saatchi in the past two months, including Elke Christmann, who joined Saatchi & Saatchi X as its creative group head for P&G accounts across Greater China and Asia. The agency has also promoted Guy Winston as ECD for the P&G account in China.

Meanwhile, Shum will oversee all account management in the Shanghai operation, reporting directly to Michael Lee, managing director.

Shum will be working closely with Fan Ng, executive creative director, and Sharon Chen, planning head, to raise the bar of the agency, provide more professional service to clients and produce better work for clients including Kraft, Pernod Ricard, Sanofi, General Mills, Citroen, Robam and PPTV.

Shum has 20 years of experience in both agency and client roles, 11 of that with Ogilvy Shanghai, where she was vice president of Ogilvy & Mather Advertising.