Dentsu-Kuohua Taiwan appoints Sean Chang as president

Chang’s main responsibility is to set up a clear market positioning along with short and longer term objectives for the company. He will report to Emoto Yuichiro, chairman of the agency.

Kuohua is the oldest agency in Taiwan and celebrating its 50th anniversary in May. Current key clients include Honda, Uni-President, 7-Eleven and Panasonic.

"Some agencies with a long history are often regarded as conservative or traditional. We need to come up with a culture that can tell people what we are about in the next 10 to 15 years for our clients and to compete with other agencies,” Chang said.

Chang has 20 years' advertising and media agency experience in the US, Taiwan and China. Most recently he was MD for Greater China at Nova Media for the past two years where he travelled extensively in China to research digital signage.

Prior to that he was MD of OMD Taiwan and also worked for UM Taiwan, Kang & Lee (the largest Asian American agency) in Los Angeles and opened his own company C Agency in California.

“When I first started with 4A agencies in Taiwan over a decade ago, most of them were still with media agencies. But 10 years ago, media agencies started to spin off from the brand agencies. Many creative and account servicing staff are no longer familiar with media and loosing the gravity of local touch,” Chang said.

He said he was fortunate to have knowledge of both sides and hopes to turn this into well-rounded packages as many brand agencies are still not offering a complete service.