Staff Writer
Nov 1, 2012

TBWA\Greater China launches Digital Arts Network China led by Douglas Lin

SHANGHAI – Following TBWA Worldwide’s establishment of the Digital Arts Network earlier this year, TBWA\Greater China has launched Digital Arts Network China, led by Douglas Lin as managing director.

Douglas Lin
Douglas Lin

Prior to this new role, Lin was the managing director of Proximity China. Beginning his career at AKQA in San Francisco, he also worked for BBDO Proximity in New Zealand (Colenso/Clemenger) and Singapore.

Lin said: “The business landscape in China is evolving at a phenomenal rate, and with the additional complexities of digital based communications, the Digital Arts Network model allows us to leverage best-in-class resources and develop local specialist Labs to focus on the most appropriate technology to solve our clients’ business problems and deliver iconic work.”

As part of the launch of Digital Arts Network China, TBWA will introduce its first Lab offerings with the launch of Digitail and Smarts.

Digitail, is a division of The Integer Group that specialises in digital retail and leverages their in-house retail and shopper marketing expertise.

Morgan McAlenney, senior vice-president of Digitail, said: “As the worlds of retail and digital continue to converge, Digital Arts Network has both the competencies and capabilities to provide retail-based solutions that engage shoppers at various decision points and influence higher rates of conversion.”

Lin added: “The explosive growth in China’s retail and shopper marketing industry coupled with increasing digital integration makes the Digitail Lab a natural starting point for us.”

The Smarts (social media arts) Lab, based in Shanghai and led by planning director Sue Su, is an extension of the existing Hong Kong Smarts Lab that already serves clients across Greater China.

It will be dedicated to uniting and strengthening expertise already present in the network and the agency, including social media strategy development and implementation, community management, monitoring, measurement and optimisation.

TBWA’s global Digital Arts Network is the unification of TBWA’s proven digital talent, encompassing over 700 digital specialists within the network and initially in 18 markets.

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

1 day ago

Publicis Groupe acquires influencer agency Captiv8

Captiv8 will join forces with the group's Influential and Epsilon.

1 day ago

Agency Report Card 2024: EssenceMediacom

In a difficult year underlined by restructuring and turmoil within parent company GroupM, the world’s largest media agency still holds many of the keys to mount a stronger rebound in 2025.

1 day ago

Disney sets sail: VP Sarah Fox on the brand’s ...

With localised strategy, strong fan engagement, and Disney’s knack for storytelling, Cruise Line will make its maiden voyage in December 2025. Campaign speaks exclusively with VP and regional GM Sarah Fox ahead of Campaign 360 next week.