Women to Watch Greater China 2024: Mo Chen, TBWA

Mo Chen

Executive creative director
TBWA
Shanghai

Mo Chen is a well-recognised name in the Shanghai advertising circles. Since joining TBWA Shanghai in 2015, she has become one of the most awarded creatives in the agency, taking home prestigious awards such as the Cannes Lions for Adidas ZNE and Adidas NEO Just Dance. She also led the creative team behind BMW China's critically acclaimed campaigns "Nothing but Sheer Joy" and "Translating Joy."

In 2023, Chen was promoted to executive creative director. Her creative prowess has earned her numerous accolades, while her contributions to the company have helped establish a strong reputation for TBWA in China—building stronger trust between the agency and clients. 

Chen was at the forefront of impactful campaigns, driving impressive results and engagement for clients like Adidas Women, BMW, and Fotile Yueying. She embraces TBWA's disruption philosophy, challenging the status quo and helping clients break through in the Chinese market while prioritising partnerships, ensuring clear objectives and success metrics are defined from the outset. She fosters a culture of high creative standards and acts as an inspiring mentor to her teams.

Under Chen's leadership, TBWA Shanghai has launched the unique TBWA Next Gang intern program, attracting and nurturing future talent in the industry. This program offers interns from top Chinese universities the opportunity to work on real projects. It also provides a fresh perspective and enhances the agency's reputation among the younger generation—many of whom transitioned into full-time roles within the agency.

Chen's creative talent, agile mindset, and ability to lead diverse teams have propelled her to the top creative leadership role at the agency’s Shanghai office. Her accomplishments have not only elevated the agency's reputation, but have also made a significant impact on the creative landscape in China.

Chen has played a pivotal role in driving innovation with impressive results. Through Bolt, she established flexible ways of working and developed diverse creative possibilities across media, experiences, and formats. Her ability to connect brands with Gen Z and understand their aspirations and behaviours has enabled the agency to create impactful campaigns.

Chen's leadership has also championed diversity, with a significant number of female and LGBTQIA+ members in her team, while she actively promotes diversity, equity, and inclusion (DEI) within TBWA Shanghai.