HONG KONG--After a prolonged search for a regional planning director to look after the agency's Unilever, McDonald’s Corp. and PepsiCo business in Asia/Pacific, DDB Worldwide has appointed Shiggy File, 41, to the new Hong Kong-based position.
“We have been looking for the right person for some time. As everyone knows, Asia is a complicated region with a diverse set of cultures. Our multinationals not only need a regional perspective but they also need to understand the differences country-by-country,” said John Zeigler, DDB’s Melbourne-based president-CEO, Asia/Pacific.
Previously, Mr. File was regional planning director at Young & Rubicam, leading the WPP Group agency’s Colgate business in Asia. He has also held planning positions at Leo Burnett Worldwide, Lintas (now Lowe Worldwide) and Ogilvy & Mather.
The Omnicom Group agency handles McDonald’s in several Asian markets and wants “another set of eyes on the consumer research,” said Mr. File, a Korean-American who has worked in Greater China for 17 years. He also worked on McDonald’s at Leo Burnett, Hong Kong.
He will also focus on Pepsi’s non-carbonated beverage brands like Tropicana and Gatorade and Unilever’s Lipton business, which DDB won globally earlier this year.
“There are a lot of projects coming up, and my job is to ensure that the creative work is on target. It’s a difficult task because young people have different attitudes about tea across the region. Planners are usually looking at cultural differences, but in this case, we’re trying to find commonalities, to come up with one campaign that works across the region.”
Other appointment news in Greater China
[shanghai] Leo Burnett Worldwide is relocating Dean Bramham, currently managing director of its Jakarta office, to Shanghai as manging director, Northern China, where he will take over for Shanghai-based Donald Chan, who has resigned as managing director, China to pursue business opportunities outside the advertising industry.
[hong kong] Tribal DDB Worldwide, DDB’s global interactive arm, has appointed Amanda King as Hong Kong-based president and managing partner, Asia/Pacific. Responsible for driving growth and building reputation and success for the Tribal brand in the region, she succeeds Adam Good, who resigned as Tribal DDB’s president, Asia/Pacific last month. Mr. Good will relocate from Hong Kong to Auckland as executive director, digital innovation at Clemenger Group at the end of August. Previously, Ms. King was DDB’s VP, business development, Asia/Pacific, also in Hong Kong. Before that, she was group managing director of DDB, Sydney.
[beijing] DDB’s joint venture in China, DDB Guoan, has appointed David Lin as exec creative director based in Beijing. Previously, he was creative director, China at McCann Erickson, also based in Beijing.
[shanghai] BBDO Worldwide has promoted Tan Tze Kiat to general manager, a new position, from director of client services, leading accounts such as Visa International, PepsiCo, FedEx and General Electric. Ms. Tan will remain based in Shanghai.
[shanghai] MindShare has appointed Andrew Carter as national tactical planning director in Shanghai. Previously, he was TV director and business director for the U.K. at OMD, based in London. In China, he succeeds Bharadwaj Ramesh who is relocating to Singapore to take on a regional role at MindShare.
[taipei] Aegis Group has appointed Ann Yang as managing director of its four media brands in Taiwan-- Carat, Vizeum, its digital division wwwins and Posterscope, an out-of-home media specialist. Previously, she was managing director of WPP’s Batey’s office in Taipei. She takes over a new position at Aegis, which includes some responsibilities previously held by K.F. Lee, who was recently promoted to CEO, Greater China for Aegis Media from a Taiwan-only management role.
[shanghai] Ogilvy Group has promoted Shanghai-based Joseph Wang to vice chairman, Greater China, a role in which he will oversee the integration of newly acquired companies and continue his existing client management role. Previously, he was chairman-CEO of Ogilvy's Shanghai office and southern China operations. The WPP Group network also promoted Beijing-based Shenan Chuang to CEO, China of Ogilvy Group and president, China of Ogilvy & Mather ad agency. Previously, she was chairwoman-CEO, northern China.