Tseng joins Publicis from HSBC Taiwan, where she was senior vice-president of its HSBC Direct unit. She replaces Yang Ke, a veteran at Publicis of more than seven years, who departs the agency at the end of the month for undisclosed reasons.
Prior to her work at HSBC, where she worked since 2005, Tseng spent eight years at McCann Erickson Taiwan before moving up the ranks to the post of managing director of the agency’s Guangzhou branch.
Tseng is charged with overseeing Publicis’ operations in Beijing as well as heading up Publicis Modem. She will work with managing partner Jason Zhao to strengthen Publicis’ digital brand and generate clients for Publicis Modem.
Publicis has also appointed Pete Lin as Publicis Modem’s associate client service director and Jeff Leong as Publicis Beijing’s business director.
According to CEO of Publicis China Sheena Jeng, "Publicis Beijing has to be our strongest office - the one that epitomises who we are and what we offer.”
She added: “By appointing Wendy and promoting Jason, I want to send a strong signal, both of our intent to be in the premier league in creativity in China as well as our determination to become known for our digital expertise."
Among Publicis’ clients in China are L'Oréal, Hewlett-Packard, UBS and China Mobile.
