SHANGHAI (AdAgeChina.com) -- DDB Group has appointed Asit Gupta in Shanghai as head of strategic planning.
Mr. Gupta, 38, will focus on strengthening DDB's planning capability in China, with a focus on connection planning, a tool to maximize marketing spend effectiveness by allocating resources to brand touch points.
He will also explore the potential for a standalone strategic consultancy within the group's operations in China.
Previously, Mr. Gupta was area marketing director, Greater China for British American Tobacco (BAT).
Based in Hong Kong, he was responsible for the tobacco company's business in mainland China, Hong Kong and Taiwan from November 2007.
Before that, he led BAT's marketing in China from Beijing. He also held brand management roles at BAT in Russia, the U.K. and Sri Lanka, following a stint at Procter & Gamble in India in 1994.
His marketing background reflects DDB's desire to offer "holistic marketing solutions," said Dick van Motman, DDB's president-CEO, China in Shanghai.
His perspective as a former advertiser in China will help the agency leverage its understanding of Chinese consumers to provide communications solutions as well as strategic marketing solutions, Mr. van Motman said.
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