Tilson was one of the four in the senior management committee holding the fort for Wieden+Kennedy Shanghai after White departed in April 2014. The other members of the committee were Rob Campbell (head of planning), Yang Yeo (executive creative director) and Leo Chu (regional digital head).
The agency has been quiet in the mainland in recent months, save for new campaigns from Heineken China and Nike China. It was also forced to make nine layoffs last November in response to a broader restructuring of business in the market.
Tilson's work for Nike China, including the award-winning 'Find Your Greatness' social-media campaign, has been successful in developing strong relationships with senior leadership on the client side, according to a W+K statement.
“I am happy that one of our very own has been rightfully ready for the role of managing director in Shanghai,” commented Dave Luhr, W+K president. “Bryan has done a great job on Nike China, and he has done an equally great job at assimilating into China."
Tilson will be partnering with Yang to oversee the overall performance of W+K Shanghai. "The MD of this agency needs to have the guts and passion for creating outstanding work beyond simply being good at business acumen," added Yang. "We're extremely fortunate that Bryan has all these qualities.”
Tilson grew up in the United States and graduated from Baylor University with a degree in International Business and Marketing. His career started when he interned at TBWA/Chiat/Day working on Apple’s launch of the award-winning iPod 'Silhouettes' campaign.