Wong told Campaign Asia-Pacific that Cheil's origin as Samsung Group's in-house ad agency means it has had, and will have, closer access to technological innovations than other agencies. That, he believes, will give him an edge in interactive communications.
He will now oversee the Shanghai operations of Cheil Worldwide as well as its subsidiaries OpenTide and BravoAsia.
Prior to officially joining Cheil in October, Wong was the general manager responsible for the GSK account in the Greater China region at Grey Beijing since September 2012. This was after an earlier relocation to Shanghai in November 2008. Before that, he worked in Guangzhou and Hong Kong since 1997.
In a short email response, TH Peng, chairman and CEO of Grey Group Greater China, emphasised Wong was "the account lead for GSK", and thus "no replacement was required".