Publicis China CEO Neil Hardwick described Ong's appointment as one of the steps of an agency restructure initiated 13 months ago. "We need to continually improve our creative product, and Larry is a vital part of this," he said.
Ong's move follows that of Zheng Li's, who departed Ogilvy to join Publicis as creative director earlier this year.
Hardwick said the agency had increased headcount by 10 per cent since the beginning of the year, after adding Allied Domecq to its list of clients and increasing its business with L'Oréal and Carrefour. The agency has also expanded its offering to include event co-ordination, design and sponsorship, and taken a stake in local PR shop MS&L.
"Publicis China has seen some substantial growth and changes," Hardwick said. "Larry is one more, very important part of these changes."
Publicis Asia-Pacific chairman Guillaume Lévy-Lambert said that Ong and Hardwick would enable the agency to start a new chapter in China.
Ong has been invited to join Publicis' worldwide creative board by the agency's global CD, Asia veteran David Droga.
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Publicis lures Ong for China national CD responsibilities
Publicis has lured Larry Ong from Oglivy & Mather to become national ECD and managing partner at Publicis China, based in Shanghai. Following his departure, Ong's Ogilvy responsibilities have been provisionally assigned to former fellow ECD, Canon Wu.