CHINA – Isobar, part of Dentsu Aegis Network, has announced the promotion of Jane Lin-Baden, CEO of Isobar China Group, to Asia Pacific CEO of Isobar.
Effective immediately, Lin-Baden will take over responsibility for the region from Jean Lin, who held the position from 2010 and retained the role following her promotion to global CEO in 2014.
In an interview with Campaign Asia-Pacific, Lin said Asia Pacific has doubled its size to become the largest region within Isobar.
“The agency has seen strong growth and development in the last five years of my tenure and this trend continues,” she added. “Therefore, we are bolstering our leadership and management bandwidth in Asia Pacific to ensure that we continue our growth into the future.”
Now divested of her APAC CEO portfolio, Lin said that she will continue to drive the agency network’s proposition with its eight growth hubs around the world, and work with Isobar leaders from all regions to deliver digital transformation for clients via its Brand Commerce and Product/Service Design offerings.
“Earlier in January, I was promoted to the Dentsu Aegis Network global executive team led by Dentsu Aegis Network CEO Jerry Buhlmann,” she added. “So, in addition to driving the growth and development of Isobar globally, I will also contribute more in supporting the global development of Dentsu Aegis Network.”
Lin said she has witnessed Lin-Baden’s “progress to a leader with integrity and a tremendous energy for innovation.”
“Isobar China Group is now the largest profit contributor to Isobar globally,” she added. “I am extremely confident that with Jane [Lin-Baden]’s leadership, and fueled by the success in China, we can further expand our Asia Pacific offering to deliver growth with our clients.”
Isobar China Group claims a six-fold increase over the last four years and touts a position as one of the fastest-growing and most established digital agencies in China in terms of revenue, awards and reputation.
In her new role, Lin-Baden will drive strategic growth to expand Isobar’s capabilities and accelerate business growth throughout the region. She leads the Isobar Asia Pacific team headed by Sven Huberts, regional managing director and Sandipan Roy, regional strategy director.
She will continue to be based in Shanghai and lead the Isobar China Group, in addition to her new responsibilities. In addition to Lin, she will report directly to Nick Waters, CEO of Dentsu Aegis Network Asia Pacific and is also a member of the Isobar global executive board.
When pointed out that Lin-Baden’s promotion puts another female in a senior leadership role, amidst the backdrop of a wider industry discussion about diversity, Lin said that Isobar merits integrity, capability and ambition, “regardless of gender, race, or other considerations.”
“Jane [Lin-Baden]’s promotion speaks truly about who she is, and what she is capable of as a human being, not as a woman,” she added. “In Asia Pacific, we have many great female leaders in senior management roles across key disciplines. As the world evolves there is much work for us to do together and Isobar is already in a great place because we believe only diversity drives real innovation.”
Speaking to Campaign Asia-Pacific, Lin-Baden said one key growth potential in the region will come from swiftly expanding its services of providing solutions that “marry creativity with commerce execution.”
In terms of which markets will be a priority for her in the coming months, she said that “every market office has a unique role to play”, and that one focus will be on the creation of a Centre of Excellence in addition to the creation of synergy across markets and disciplines.
Asked about her personal approach to marketing, Lin-Baden said: “Keep asking why. Uncertainty is the stimulus of innovation.”
Lin-Baden joined the company in 2007 as managing partner, when she folded her agency into Isobar China, which was then known as wwwins Consulting.
In May 2013, she was promoted to CEO of Isobar China Group, leading five digital agencies with more than 1,000 people across six cities.