Michael Dee (狄運昌), chairman and CCO of the agency, informed Campaign Asia-Pacific that Gate pitched for the Breeze account in March and signed the contract in May while working on the brand's new ad campaign.
“We will work for their ATL, digital and social media campaign," he said. "We just accomplished a new brand TVC for them. It will be on air next week.”
Dee said Breeze, owned by Indonesia-based Asia Pulp & Paper, is the second biggest tissue brand in China. It is especially popular in middle and northern China, while its closest competitor Vinda has stronger sales in Southern China and Hong Kong.
Dee praised Xu as one of the first "digital pioneers" in China. With 14 years of digital agency experience, he was previously deputy GM of local digital agency Pro-Trend and business director of Tribal DDB Shanghai. He has worked with a variety of regional clients including J&J, Philips, SVW, Ford, SGM, Nissan, Anta, Nike, Nokia, Tiger Beer, Visa and Unilever.
Dee called Xu a member of a rare breed that combines technical understanding, creative appreciation, exceptional client service and business knowledge.