Bell started with the agency in March and remained based in Shanghai, where he most recently served as head of strategy and planning at Ogilvy & Mather Group. Global CEO Carter Murray hinted at a "new strategic direction" when he was appointed, but we get Bell to spell it out now: a focus on new product development and creative solutions for clients that goes beyond just making ads.
Edward Bell looks to FCB's orange-juice roots to revamp agency model
SHANGHAI - Three months into the job, FCB Greater China CEO Edward Bell gets grilled about his vision to differentiate the smallish agency by a disruption to its traditional business model, inspired by nothing less than orange juice. Bell talks to Campaign Asia-Pacific in this exclusive video interview.
