The shift of Li-Ning will result in at least six retrenchments at the agency’s Beijing office, which currently numbers 25 people, compared to its 280-strong Shanghai operation.
Leo Burnett China chief Michael Wood (pictured) pointed out that agency is close to finalising a “partnership” with a local Beijing agency, which would help it compete more effectively in that market.
Leo Burnett China chief Michael Wood (pictured) pointed out that agency is close to finalising a “partnership” with a local Beijing agency, which would help it compete more effectively in that market.
The Li-Ning business will be headed by Shanghai operations director Jimmy Liang, while the agency works on shifting people from Beijing. “We needed to significantly up the access to resources for Li-Ning going into the 2008 Olympics,” said Wood, adding that Shanghai ECD Attle Kuo had been working on the account since the agency won the business in 2003.
“We are talking to a number of key people in Beijing about moving to Shanghai,” added Wood. “We decided that having the team in one place is more important for communication and cohesion.”
In addition, the agency has restructured its China reporting lines, with Greater China chairman Eddie Booth adding oversight for Guangzhou to his current Hong Kong responsibility.
