Starcom Shanghai appoints Hui Cheng Yang as human experience strategy director

In her new role, Cheng will focus on strategy development and will be involved in knowledge management and new business development for local clients in China.

"As part of our development as a human experience agency, the role of human experience strategist plays an important part in simplifying the human understanding to deliver meaningful brand experiences in real time," said Bertilla Teo, CEO, Starcom MediaVest Group. "We are very pleased to have Cheng with us. Her experience and passion will bring fresh thinking and further strengthen the strategy part of Chinese clients."

Cheng brings over 10 years of media experience, both local market and international. Prior to her current role, she served at MEC as integrated planning director managing media planning, implementation and overall analysis of all media buys for Chanel, Sony Electronics, Remy Martin, Virgin Airlines, Mercedes Benz and DHL.

Cheng said she is excited to join Starcom. "The Human Experience concept impressed me a lot. My goal is to help our clients capture the human understanding and come up with more strategic media solutions," she said.