Media sources in Taiwan have linked Hsiao's hire to P&G awarding the GroupM shop new planning assignments for brands such as Pantene, cosmopolitan cosmetic labels such as Max Factor and Olay, and its fine fragrance brands, including Hugo Boss, all currently handled by Starcom. The latter declined comment.
Adrian King, MediaCom's regional consumer insights director, confirmed Hsiao's hire as Greater China MD for P&G, based in Shanghai, but declined comment on the additional assignments. "I've been running the P&G business for the past 10 years, but it was felt P&G needed more senior representation, so we got Annie as well, who will be joining in March to work exclusively on P&G," said King.
MediaCom's China operation has also benefited from P&G's late 2005 acquisition of Gillette and its decision to realign media duties on the Gillette, Duracell and Braun brands with its roster agencies. GroupM sibling MindShare was Gillette's incum- bent. The new P&G briefs, coming on top of the US$150 million Nokia regional task should help give MediaCom much-needed critical mass in the region.
MediaCom hires ex-Starcom MD for new P&G China job
Procter & Gamble has handed new Greater China assignments to MediaCom, which has hired ex-Starcom Taiwan managing director Annie Hsiao to work exclusively on the account.
