Tan, a Singaporean with eight years creative experience, was with BBDO New York for about five-and-a-half years, before moving with Michael Patty to Young & Rubicam, where he stayed for another two-and-half years.
"He's exactly the kind of creative we're looking for... a young talent but with international, mainly North American experience," said Raymond So, BBDO's regional chairman.
Tan said his objective would be to transform BBDO to where "it's a big agency but with a boutique agency mindset for creative".
He also saw opportunities for the China offices to shine at a regional level given BBDO's collaborative structure, which draws on resources and talent across the region for pitches and in creating work for network clients such as Visa, FedEx and Seven-Up.
In a separate development, BBDO has sealed non equity alliances to extend its mainland reach into Chengdu with Sichuan Southwest International Advertising and Kunming's Fench group. So said the Sichuan alliance has resulted in an assignment from local authorities to market the 6th National Flower Expo, which involves recruiting sponsors and developing the promotional plan.
Tan goal to bring creative boutique thinking to BBDO
BBDO has hired New York-based Johnny Tan as executive creative director for its China operations, based in Shanghai.
