Barry Leung Is Back at Bates

Ex-OgilvyAction Head Will Oversee Bates' Shanghai GM Account in China

By Published on .

SHANGHAI ( -- WPP's Barry Leung in Shanghai will return to Bates 141 in early March for the third time in his career, this time as regional director, Asia.

In this newly created role reporting to Bates 141's chairman in Hong Kong, Jeffrey Yu, Mr. Leung will build a customized integrated offering, particularly to work with Shanghai General Motors (SGM). Bates 141 handles marketing for the auto company's Buick brand in China.
Bates 141's Barry Leung
Bates 141's Barry Leung
Mr. Leung will work with "the top management at SGM to create a holistic approach," said Arthur Yu, the agency's CEO, China in Beijing, in an internal memo leaked to AdAgeChina. He will also help Bates 141 build an activation discipline across Asia.

For the past two years, Mr. Leung was president, China at OgilvyAction, where he established the agency's consumer analytics practice program, Last Mile Activation. He was also instrumental in the acquisition of the Chinese fieldwork marketing company, Dawson.

Until he joined Ogilvy & Mather, he ran his own consultancy in China, Teamone Retailcom. Before that, he was the Shanghai-based regional director, Greater China at Bates Asia until 2005.

Mr. Leung first joined Bates in Hong Kong in 1986, when it was known as Ted Bates. He later moved to its affiliate agency in Taiwan, United Advertising, as chief representative. He set up Bates Taiwan in 1988, and ran the agency until 1992. After a stint at McCann Erickson in Taiwan, he rejoined Bates in 1994 as general manager, Greater China.

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