FCB is returning to the Chinese capital in an official capacity as CRM and digital specialist HackerAgency becomes FCB Beijing.
The news follows IPG’s decision in October to divest itself from Seattle-based HackerAgency in the US. But FCB insists this will be more than a rebranding exercise in China.
Not only will FCB’s CRM and digital specialized services become more closely integrated with client offerings across China, but Campaign understands FCB plans to rebuild more full-scale agency capabilities in Beijing.
Cindy Huang, formerly of FCB and general manager of HackerAgency China will stay on to head up FCB Beijing, overseen by Greater China chief growth officer Dennis Lam.
“We’re looking forward to this new way of working together,” Huang said in a release. “By fusing our two core capabilities, in digital and CRM, with the rest of what the FCB Greater China network has to offer, we are providing clients with integrated marketing solutions, combined with the data and insights that can help drive business results.”
FCB changed its China leadership structure this summer as it continues to rebuild its business in the market. The agency’s presence in Beijing has been inconsistent over the past decade as business ebbed and flowed involving some shutdowns and restarts.
This move marks another attempt at a stable presence in the automotive and industrial-heavy capital. FCB Worldwide CEO Carter Murray said in a release he wants to provide China’s data-driven clients with “greater reach, scale, effectiveness and synergy.”