Jenny Chan 陳詠欣
Jun 17, 2014

Edward Bell looks to FCB's orange-juice roots to revamp agency model

SHANGHAI - Three months into the job, FCB Greater China CEO Edward Bell gets grilled about his vision to differentiate the smallish agency by a disruption to its traditional business model, inspired by nothing less than orange juice. Bell talks to Campaign Asia-Pacific in this exclusive video interview.

wide player in 16:9 format. Used on article page for Campaign.

Bell started with the agency in March and remained based in Shanghai, where he most recently served as head of strategy and planning at Ogilvy & Mather Group. Global CEO Carter Murray hinted at a "new strategic direction" when he was appointed, but we get Bell to spell it out now: a focus on new product development and creative solutions for clients that goes beyond just making ads.

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Campaign Asia
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