Chang is the highest-ranking executive from a multinational 4A advertising agency to be recruited by Tencent in recent years, and will report to SY Lau, senior executive vice president of Tencent and president of its Online Media Group.
Upon joining Tencent, Chang will be responsible for online advertising revenue, with a focus on the integration of Tencent's messaging, video, mobile and social products with more optimised advertising solutions.
Lau said Tencent already became the largest media company by advertising revenue in China in early 2012. Chang's job is to further enhance the influence of Tencent OMG and grow the scale of its advertising sales.
Tencent is "not only China's fastest-growing digital media platform", but one with "a profound influence on the advertising industry", said Chang. He has worked in the advertising sector since 1991, with stints at Ogilvy, Hill Holiday, BBDO, Leo Burnett, and Saatchi & Saatchi.
In 1995, at the age of 28, he became the youngest media director to be elected chairman of the Committee for 4A Agencies in Hong Kong. In 1996, as one of the founders of ZenithOptimedia, he played a major role in the company's launch until 2010, when he was appointed Greater China CEO.