After 13 years with Leo Burnett in Hong Kong and Guangzhou, Yeung most recently held a business development role for Burnett in Guangzhou. At McCann, he will be teamed with executive creative director Francis Tan and will oversee a portfolio which includes Hawley & Hazel, Ping An Insurance and China Mobile Guangzhou.
"We (need) a very strong understanding of the market and the consumer, as local clients want to sell to a more mainstream market," said Yeung. "There are a lot of provincial markets that we need to strengthen our knowledge of, as demand in tier one and two cities is quite different to regional areas."
McCann Guangzhou has more than 100 staff, including media agency Universal McCann. Yeung said there were plans to expand the operation.
Yeung switches camp to McCann
Anthony Yeung has been appointed managing director of McCann Erickson Guangzhou, replacing Wendy Tseng, who recently left McCann to return to Taipei.