Based in Shanghai, King is setting out on a recruitment spree to build the agency's team in China.
"We have an aggressive recruitment policy that will see us build a team from scratch - from account servicing to creative people. We will be looking for a combination of skills, local and international," he said.
The below-the-line agency will work on Air France and ExxonMobil businesses, and will offer clients data and direct marketing services.
"For Rapp to be purely DM, it would be too premature for China. Clients are looking for direct but the time is not right for Rapp to lead with that," said King.
King, who has more than 20 years' experience, has worked at various agencies including Haygarth and CSP before co-founding Tarantula in London in 1998.
He has been in China for five years, originally coming to the mainland to head up Tarantula's China operation, which was acquired by Publicis Groupe in 2005.
