BEIJING Saatchi & Saatchi has boosted its creative resources in Beijing as part of aggressive business plans for key clients, Toyota, Lexus and Sony Ericsson.
Saatchis group CD for Shanghai Steven Cheng has been appointed to the position of executive creative director in Beijing, while former Saatchis' Malaysia CD Henry Yap has joined as group CD. The two newly-created positions will report to China chief creative officer Peter Soh and Charles Sampson, Beijing CEO.
"Steven is one of the most experienced automotive creatives in China. As well as leading the department, his key focus will be on our Lexus and Toyota business," said Sampson. Yap, he added, would handle Sony Ericsson and Snow Beer.
Cheng, who has been with the Saatchis network for more than 12 years, has previously worked on Shanghai Volkswagen, Lion Nathan, eBay and SJJP. Yap's experience includes stints at Leo Burnett and BBDO prior to Saatchis, on key accounts including Petronas McDonald's, Procter & Gamble, KFC and Wyeth.
The 16-year industry veteran has also picked up a number of awards through his career, including a bronze at Cannes for the Toyota Vios 'Jogger' work. He was also part of the team which created and executed the VAIO campaign for Sony.
Sampson added that Yap had played a key leadership role during his career.
