Hsieh came on board Monday. He will lead the 400-person Shanghai office and hold P&L responsibility, Zaim told Campaign Asia-Pacific. Clients for the office include Wyeth, Ferrero Rocher, Pernod Ricard, Philips and Mondelēz.
Zaim added that this is a newly created position. “We have our MD in the Beijing and Guangzhou office, and I have been taking the dual role, taking care of Shanghai, which is our biggest office, and the overall China market,” he said.
With the growth of new business in the Shanghai office, it has become important to have an experienced and well-respected stakeholder like Hsieh in place, Zaim added.
Hsieh has almost three decades of experience in media and advertising, spanning multiple sectors and industries including FMCG, automobile, technology, luxury and banking. He is also not new to China; during his more than six years as CEO of ZenithOptimedia Taiwan (which he departed in April 2013, saying at the time that he was taking early retirement), he was involved in projects related to China. Prior to that he was MD of Mindshare Beijing for two years.
Hsieh is returning for a second stint at Carat, where he was previously executive director and chief negotiator for Carat Taiwan.