Based in Shanghai, the former Publicis Hong Kong ECD will oversee Burnett’s creative teams in Shanghai and Beijing, taking a hands-on role with key clients including McDonald’s, General Motors and Li-Ning. Arriwong fills the gap left by Ruth Lee.
“Each creative has his own style, so exactly how he manages the creative output of Leo Burnett China will largely be up to him,” said Eddie Booth, chairman and chief creative officer, Leo Burnett Greater China.
“The problem or challenge is that while Leo Burnett China is in the top three agencies, we’re really not up there in terms of international work, and we should be. We’re not a boutique shop so we need to have a business maturity with our clients, but we also need to look at award opportunities and offering great creative solutions.”
Arriwong, who is of Thai and Singaporean heritage, has previously worked with Burnett in the US, Vietnam, Spain and Poland over a period spanning 11 years.
His appointment reunites him with Michael Wood, who is now CEO Leo Burnett Greater China, after the pair previously worked side-by-side at the network’s Vietnam operation.
Prior to joining Publicis, Arriwong founded independent creative shop Carbon8. The creative has also worked at Saatchi & Saatchi Taiwan. There, he led the agency to becoming one of the top three most creative agencies during a three-year tenure from 2002.
He has also scooped metal at all the major international and regional award shows.
