DDB is the second agency after Carat to secure Hong Kong Government approval under the newly-expandedCloser Economic Partnership Agreement (Cepa), granting Hong Kong-based companies the opportunity to expand into China without a joint-venture partner.
The network also plans to launch Rapp Collins, its direct agency, under its Cepa licence.
DDB Asia chairman and chief executive officer Aaron Lau said: "Our existing Shanghai office, which is a branch office of Beijing, will move into our 100 per cent owned operation once we get approval from the Shanghai Government."
Lau added that the new office would co-exist with DDB's joint-venture Beijing and Guangzhou agencies.
The existing Shanghai agency has a team of about 60, with Lau recruiting about 10 director-level staff in accounts, creative and planning for the switch-over.
As part of a ramping up of its China profile, the agency plans to launch its three-year-old DDB University (DDBU) in Shanghai in partnership with a mainland tertiary institute next year. Raquel Suarez, DDBU's director, said: "We are interested in a long-term investment in the China market, with special emphasis on nurturing human potential within the marketing communications industry through sharing knowledge and best practices from our DDB agencies worldwide."
Plans for the course are still at the drawing board stage as DDB has yet to identify a mainland institute to run DDBU.
Lau said DDB would contribute its curriculum and course materials for the set-up. "We feel this is important for us, for our staff, and potentially will also help DDB establish a stronger presence in Shanghai," he added.
Meanwhile, DDB Taiwan president Harrison Dong is leaving the agency to move to Shanghai. The agency has promoted the office's director of client services, Caroline Chyr, Bates' former deputy GM who joined earlier this year, to general manager.
In addition, DDB Hong Kong has appointed US-based Hong Kong local Karen Wong as business director on McDonald's. Wong comes to her new role with both agency and client experience, including stints with TBWA\Chiat Day in the US. Lau described Wong as an expert in the quick service restaurant sector, having co-managed Carls Junior, a 900-store chain, in the US.
"The success of our business is largely contingent on bringing the best people on the best positions and then creating an environment for them to soar," said Lau.