Former strategic e-marketing planner with relationship marketing for Grey Group Patrick Xiao has been named digital director at UM Shanghai and Huang Zhe, a former account director at Publicis Modem China, has been appointed the same role at UM Beijing.
Xiao replaces Sophia Ong, who left in February to assume the role of VP of interactive at Carat China, and Zhe replaces Shane Crombie, who is now the consulting director for Wanmo Performance Advertising.
UM has also appointed former engagement director at Blue Interactive Marketing in Beijing and Singapore, Li Ying, to the newly created role of digital search director in Beijing.
The three hires come as UM’s regional interactive director Adrian Toy (pictured) departs the agency today after two years. Toy has not released his next move but noted in an email that he is “going back to the client-side”.
Toy joined UM in April 2007 from his role as Johnson & Johnson’s regional head of interactive marketing.
