Benjamin Li
May 30, 2012

Genesis China bolsters creative team with cosmopolitan trio

SHANGHAI - In a move to bolster its creative output on par with international standards, Genesis China, a local agency that specialises in activation and experiential marketing, has hired Welshman Steve Llewellyn as executive creative director and Taiwanese copy-based creative Yao Yao Chuang and Malaysian creative Ryan Kam as creative directors.

Yao Yao Chuang (L), Steve Liewellyn, Rayan Kam
Yao Yao Chuang (L), Steve Liewellyn, Rayan Kam

Llewellyn brings to Genesis China 18 years of experience in managing creative teams across Asia, including stints as ECD for Bates Singapore and most recently as consultant for Fable Creative. He has also worked for TBWA/Tequila, Bates, and Ogilvy from Singapore to Hong Kong, and has extensive credentials with a wide variety of global and local clients including Johnson & Johnson, Heineken, Shell, Chivas, Visa, Shangri-la Hotels, Nokia, Starhub, and HP.

Chuang, an art graduate from the California Insitute of the Arts, has 10 years of experience in the industry as a director, writer and creative director who has traveled and worked in Los Angeles, Shanghai and Taipei. Since coming to China in 2005, she has worked for a local 4A agency as a creative director, later joined Interbrand and also worked on Unilever’s Pond’s and Rexona, Ford, Elizabeth Arden, Double Happiness Tobacco, Huawei and Nickeloden.

In addition to her advertising career, Chuang is also a short film director. Her debut, "Farewell Loneliness", has been awarded best experimental film in the San Diego Film Festival, was nominated for the 2012 Prague International Film Festival, and was an official documentary film selected in the Shanghai Expo.

Meanwhile, Kam has more than 12 years experience in CRM, ATL, BTL and retail marketing. He joins Genesis China from Paragon Diamonds where he was creaitve director. His 4A experience also includes BBDO and Wunderman in Malaysia, JWT Singapore and OgilvyAction Shanghai. Past clients have included Citibank, Ford, Unilever, Mircosoft, HSBC, Shell, Lipton, Mini, The North Face and Gillette. Kam's creative works have been recognized in effectiveness awards like Spikes Asia and The One Show.

Both Chuang and Kam will report to Llewellyn. Genesis China has its headquarters in Shanghai with offices in Beijing, Chengdu, and Wuhan. The agency has a mix of international and local client portfolio including Heng Seng Bank, Tod's, Hogan, Chunghua Tobacco, Blizzard Entertainment and Pernod-Ricard.

"There is an abundance of creative opportunities within China, and the diversity and mix of channels within this market provide us with a lot of challenges," said Llewellyn, "Genesis has a respected heritage which we aim to building on with an increased dynamic creative offering."


Campaign China

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