Lin (pictured) told Campaign Asia-Pacific that he will depart for the agency’s Los Angeles office this Thursday, although his role will be 100 per cent focused on Asia. He previously worked in LA as a senior strategist.
“We are a global agency network," Lin said. "My new role is like bridging between Chinese companies which want to expand to the global market, while at the same time helping multinational clients that want to venture into Asia, as Asia is growing very quickly and still very complex.”
Xu joins from Dongdao Brand Design and Consulting Agency, where he established the Shanghai office as its GM in 2010. His experience spans corporate branding, integrated marketing, PR and customer insights. He has worked in leadership roles for Brand Union, Interbrand and Landor in China.
Warren Wang, the agency’s Beijing-based China MD, leads its two offices in Shanghai and Beijing. Clients include Haier, HP, Citic Automobile, Samsung, Li & Fung, mobile software company NQ, Nature Conservancy, and client projects in Hong Kong and Singapore.
In a statement, Jason Cieslak, president of the agency’s Pacific Rim division said, “[Xu's] track record in the region will help us continue to serve Chinese brands expanding abroad and multi-national brands who want to optimize their impact in China.”