Mindshare's Karl Cluck to Oversee Beijing Office

Asmita Dubey Will Move to Shanghai to Handle L'Oreal's Media in China

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BEIJING (AdAgeChina.com) -- Mindshare's Karl Cluck will return to mainland China next month as managing director of the GroupM agency's Beijing office, according to industry sources, overseeing the agency's relationship with advertisers like LG Group, Nestle, IBM Corp., Bausch & Lomb, and BP, effective January 2011.

Karl Cluck
Karl Cluck
Mr. Kluck, 38, will have a second role as head of planning for China, leading the media agency's strategic planning offering across all Mindshare offices in China. GroupM declined to comment on the appointment.

Mr. Cluck spent the past eight months in Singapore as regional partner-invention for Asia/Pacific. Before that, he lived in Shanghai as Mindshare's partner-invention for China, a role he held from March 2006 to May 2010, working with marketers such as Nestle, Nike and HSBC. While there, he was part of a team that created Unilever's largest branded content initiative to date worldwide, a Chinese version of "Ugly Betty." He has also worked at Starcom MediaVest Group, TBWA Worldwide and Razorfish.

As managing director of the Beijing office, Mr. Kluck succeeds Asmita Dubey, who has moved to Mindshare's Shanghai office to lead its L'Oreal account team. Ms. Dubey joined Mindshare in July 2005, as a partner leading below-the-line marketing initiatives in Guangzhou and Beijing. She was promoted to deputy leader in Beijing in March 2009, and then managing director in March 2010.

In late October 2010, L'Oreal Group consolidated its media planning and buying business—excluding digital media—with Mindshare, ending the largest advertising pitch ever to take place in China. The French skin care and cosmetics giant probably spends close to $1 billion, not far behind the country's largest advertiser Procter & Gamble Co.

Previously, Mindshare handled about 25% of L'Oreal's media business in China--some TV buying as well as the strategic planning business for L'Oreal's Maybelline brand. Optimedia, which has worked with L'Oreal in China for seven years, handled the rest of the company's above-the-line media business for TV buying as well as planning for all of L'Oreal's other brands in China, which include L'Oreal Paris, Biotherm, Shu Uemura, Yue Sai, Garnier and Vichy.

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