New faces to boost Ogilvy's creative offering in China

<p>A slew of creative appointments at the Ogilvy Group has seen Ogilvy </p><p>& Mather Greater China executive creative director C.C. Tang move from </p><p>Hong Kong to Beijing. </p><p><BR><BR> </p><p>The agency has also appointed Gary Tranter and Matt Cullen as its Hong </p><p>Kong executive creative director and associate executive creative </p><p>director respectively. In addition, the group's direct arm OgilvyOne has </p><p>made Rupert Sutton its new Hong Kong creative director. </p><p><BR><BR> </p><p>Tranter and Cullen join from Batey Ads in Singapore. Sutton, who will </p><p>also creatively oversee the agency's internet subsidiary Ogilvy AsiaNet, </p><p>was previously creative director for Ogilvy parent company WPP in </p><p>London. </p><p><BR><BR> </p><p>Tang will supervise O&M's Hong Kong creative function from his Beijing </p><p>base. The move concludes a two-year search for his replacement in Hong </p><p>Kong, according to Ogilvy Hong Kong group managing director and China </p><p>vice chairman Joseph Wang. Tang had effectively acted as ECD for Hong </p><p>Kong, in addition to his Greater China role. </p><p><BR><BR> </p><p>"It's been a two-year search, looking across the network and around the </p><p>world. It's taken two people to replace him," said Wang. </p><p><BR><BR> </p><p>He added that the appointment of Tranter and Cullen, who have already </p><p>worked for O&M Hong Kong on an undisclosed project, would give the </p><p>agency greater high-end creative clout. "Not only should we be big, we </p><p>should also be the biggest in terms of awards and creativity," he said. </p><p>"We have a lot of bright people here, but we haven't had enough senior </p><p>people. </p><p><BR><BR> </p><p>We're upping the creative pace." </p><p><BR><BR> </p><p>Wang said that Tang's move to Beijing signalled the agency's commitment </p><p>to improve creative quality on the mainland: "China is growing very </p><p>fast, and we need someone with the experience and wisdom of C.C. to do </p><p>China. </p><p><BR><BR> </p><p>It's not difficult to grow there, but it's difficult for the creative </p><p>standards to keep up - and China really needs to up its creative </p><p>standards. </p><p><BR><BR> </p><p>We've done well in Guangzhou, but we need to improve in Beijing and </p><p>Shanghai." </p><p><BR><BR> </p>