Crombie (pictured) came on board a week ago, filling the vacancy of Chris Baker, who left the agency last year after a stint that began in late 2011.
Crombie will be based in Shanghai and report to Gordon Domlija, the agency’s chief strategy officer and head of the Shanghai office. He will focus on developing broad digital strategy for China clients in the agency's Shanghai, Beijing and Guangzhou offices.
As a consultant for the last several years, Crombie specialised in building holistic, data-driven marketing solutions for clients including GE, Mitsubishi Motors, EMC, Sina and PHD. Prior to that, he was national digital director at Universal McCann China and national interactive director at Carat Australia.
“Shane is a true international digital pioneer," Domlija commented. "His extensive digital experience and proven track record in China, Australia and the US gives him a unique global perspective and an ability to see the bigger picture.”