Yu, whose background spans TV, the recording industry, politics and marketing, previously worked with Ogilvy & Mather, Leo Burnett and Result Advertising.
He began his career at Funtastic (sub brand agency under Dentsu Y&R) and went on to set up his own business. "(Yu) has a very strong creative background. Together with his brother, he was the protege of legendary creative David Sun. We realised that the characters in the ad industry that clients gravitate towards tend to be creative geniuses," said Janice Chan, managing director, Greater China, M&C Saatchi.
She added that Yu will work on key regional accounts such as skincare and fragrance brand Anna Sui.
Yu takes over from Maggie Sun, who left the agency for personal reasons.