The launch follows Rinaldi's purchase of "roughly 50 per cent" of local Beijing shop Bo, Tony, Young (BTY). The renamed agency will feature Rinaldi as managing director, while BTY founder Jin Yang will assume the role of executive creative director. BTY counts China Netcom Max ADSL, Sinopec, Harley-Davidson, Shell Lubricants and Renault Trucks as clients.
"It's a really unique time in China advertising," said Rinaldi, who left Motorola in July 2004, after less than a year in the position. "Big agencies are really trapped by their financial situations and I don't think it's conducive to what they need to do. They are financial brands with targets to meet, and it's very difficult to throw the baby out with the bathwater." BTY was founded in 2002.
"Jin Yang shares my vision," added Rinaldi. "I would call him quite a creative impresario. He's wonderful at finding talent and putting people together. This is the time when new dynamic groups can come up."
Prior to joining Motorola, Rinaldi was president of Wunderman Asia-Pacific and head of Wunderman and DY&R Greater China.
