In his first regional position, Morewood will work to facilitate greater connectivity between DDB’s offices and enhance creative solutions across the region, according to the agency. The promotion was effective as of yesterday.
“Richard will be based in Shanghai, which complements the strategic focus McDonald’s has on China, and the depth of our strategic capabilities and insights we offer at our Shanghai agency,” said John Zeigler, chairman and CEO of DDB Group Asia-Pacific, India & Japan.
Morewood's appointment allows Peter Rodenbeck, who as vice president and regional director works on DDB Group Asia-Pacific’s key accounts, including McDonald’s, to scale back his work and travel schedule to pursue interests outside of the industry, an agency spokesperson told Campaign Asia-Pacific.
Prior to the promotion, Morewood was managing partner of DDB Group Australia, with a particular focus over the last two years on the McDonald’s account across DDB Group Australia and New Zealand (ANZ).
DDB has not yet announced a replacement for Moorwood's role.
McDonald’s has been DDB’s global client for 42 years. In the Asia-Pacific region, DDB works with the brand in Australia, New Zealand, Hong Kong, China, Japan, Singapore, India and Korea.
According to Bloomberg, McDonald's plans to increase the number of outlets in Mainland China by 300 to 2,000 this year, and to hire 75,000 new employees in China as part of its expansion plan.
During his time leading the account in Australia and New Zealand, Morewood was behind such creative initiatives as the naming and launching of the McDonald’s ‘Loose Change Menu’, the brand's Australia Day campaign, and the 'Track my Macca' app by DDB Sydney, which won two Gold Media Lions at Cannes this year.
Prior to joining DDB, Morewood spent six years at M&C Saatchi, where he initially led the Woolworths team and then extended his responsibilities to include the Freedom, Westfield, David Jones and ING accounts.
He has also worked for Saatchi & Saatchi, Bates and Mother.
For the McDonald's account, Morewood will be supported by the appointments of Zae Tein as business director and Karen Ding as digital planner through Tribal Worldwide - DDB’s digital operation.