Continue to bebased in Hong Kong, Winston will lead the creative teams for P&G brands under Saatchi & Saatchi in China, including Olay, Pampers, Head & Shoulders, Crest, Ariel, and Safeguard.
Prior to joining Saatchi & Saatchi, Winston (pictured) was the regional creative director at JWT Bangkok, handling Ford across Asia-Pacific and Africa between 2004 and 2009.
A cosmopolitan Englishman from London, Winston has more than 30 years of experience in Lowe China, Clemenger BBDO in Sydney, and JWT in London and New York.
“We have enjoyed a very strong year in 2011 creatively on P&G, with the ‘Big Stain’ work for Ariel winning two Cannes Lions and the Grand Prix at both the Longxi and Great Wall awards in China,” Justin Billingsley, regional CEO and chairman of Saatchi & Saatchi Greater China commented. “This appointment is about raising the bar. Guy is an indisputedly great creative, but more importantly is a great leader of creatives.”
Executing effective creative for these brands is a unique opportunity, as the brands require leading-edge creativity to connect in Tier 1 China, plus a range of other communications to work across all the other tiers, Winston said.
He added that as media costs continue to rise in China, with the shift toward more integrated digital work, “we are moving away from paid media to earned media and get consumers to be content creators and engaged with the brands and with other consumers. Yet we need to raise the bar for the creative in our traditional media and continue to develop our capability so that P&G keeps up their growth."
Reported on 20 January, Gina Mazzorana, previously vice president and Procter & Gamble global operations director for Starcom MediaVest Group in its Chicago office, has relocated to Guangzhou with the same network, and will lead the Procter & Gamble Greater China account.
