According to Hsu, who comes aboard to drive the agency’s national planning operation, the move comes at an opportune moment – with key BBDO clients Pepsi and P&G Gillette ramping up activity in the country.
“My priority is Pepsi as we have so many brands entrusted to us,” she said. “We are also tackling Gillette very heavily, trying to grow aggressively in men’s grooming.”
Hsu added that she will also work on Visa and ICI, along with new business development.
At Grey Beijing, Hsu worked across a number of accounts, including key client China Mobile, and sees the increasing diversification of Chinese consumers as a key challenge for brands on the mainland.
“GDP growth is still very fast but we are moving into new territory where we have to work differently and work closely with the clients to be their partners,” said Hsu. “Consumers at each location have different preferences and mindsets, even among the youth market. You have to work even harder, and the results may not be as encouraging as the old days.”
Hsu arrives as the agency wins new cold and flu brand White & Black from local pharmaceutical company Topsun Group, which was acquired by global BBDO client Bayer in late 2006.
Hsu remains one of the few mainland planners at an MNC agency in China.
