Chen, a Taiwanese, will take up the new role of chairman and CEO for China and Taiwan on February 8.
"Y&R has not been a major player in China. It has become an MNC organisation in China, but without having much MNC business," said Chris Jaques, chairman/CEO of Y&R/ Wunderman Asia. Jaques pointed to the localisation of MNCs and JV partnerships, saying it was time to adapt Y&R to tap the opportunities.
Chen has held a variety of senior roles at MNC and local agencies in Taiwan and China, including JWT, Saatchis and Ideology before leading Nitro as chairman/CEO of both markets. "Even international clients in China are willing to break the rules and assign business to the smaller local agencies," Chen said pointing to Nitro's success with Wall's.
As part of the retooling, Y&R will be hiring a new creative for China and a planning director for both markets.
Ex-Nitro chief to help Y&R retool China operation
Y&R has hired Nitro China chairman Chen Wei Wei as part of a drive to transform its struggling Greater China offices.
