After seven years at a local Dutch agency, Hofstee — who has 16 years' experience in advertising — moved to JWT Amsterdam for a nine-year stint, and was most recently client services director and board member.
"Understanding the Chinese way of doing business and how local consumers respond to advertising will be key challenges," Hofstee noted.
His appointment comes after the departure of JWT Shanghai managing director Jennifer Jan.
"Michiel is a very strategic leader in the product sense, and a good communications operator. He has never been in Asia and is a non-Chinese, but that isn't as risky as having the wrong person for the job," said Tom Doctoroff, JWT Northeast Asia director.
"We searched in Greater China and couldn't find the right leader I was looking for. The important thing for us was to find the best person for the job."
See Opinion 2, p19
JWT names Hofstee as MD for Shanghai
JWT has filled the general manager post at its Shanghai office with the appointment of Michiel Hofstee.
