Ogilvy's Wang Daqing

Other news in Greater China

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BEIJING--WPP Group's Ogilvy Group has hired up-and-coming independent film director Wang Daqing as executive creative director for OgilvyOne in Beijing.

Mr. Wang, 34, will oversee the creative output of the Beijing office. He succeeds Dirk Eschenbacher, who moved to Tribal DDB earlier this year as regional executive creative director, Asia/Pacific. Unlike Mr. Eschenbacher, Mr. Wang doesn't have a regional role and will only work on Ogilvy’s accounts in northern China.

He is returning to the advertising community as a well-known independent film director. Over the last few years, he earned an MA in fine art and graphic design at the London Film School, athen went on to make color and black-and-white short films such as Chinatown’s Butcher, a cult hit in indie film circles that was shown in London film festivals.

Mr. Wang has also directed TV spots for brands like Toblerone chocolate and Shell, but admits filmmaking and telling stories are his "passions” and plans to continue writing scripts and shooting short films as a hobby. He recently completed a biographical film, Red Boy, about his childhood in China’s capital at the end of the Cultural Revoluation.

“I’m Communist boy,” he joked about his past. “Chinese society is quite different now. Everything has changed so much in my lifetime. I was born under ‘the red flag,’ growing up in the process of China reform and opening to the outside world, my life has been dramatically marked by the times.”

Despite his experience as a commercial director, he hasn’t joined Ogilvy Group as a film producer, or even as part of the network’s above-the-line advertising division. Instead, he’s part of Ogilvy’s below-the-line division, OgilvyOne, in a role he hopes will bridge video with the internet for clients like Cisco and Adidas.

“I quite like doing advertising,” added Mr. Wang, particularly in the mainland’s “strong digital market, I want to combine my film experience with digital ideas. It’s a huge space to develop.”

Digital video sites like Tudou.com and Youku.com, which are similar to YouTube, are gaining ahuge following among China’s heavy internet users, young urban white-collar workers and university students.

“The fact that Daqing is from Beijing and has an extensive background as entrepreneur, integrated creative director and most recently as a film director, makes him the perfect candidate to lead our creative department,” said the president of OgilvyOne in China, Beijing-based Chris Reitermann.

“Daqing will bring an entirely new perspective to our creative team, and his most recent experience as a film director will be a tremendous asset as we develop more and more long-form video content for our clients.”

Mr. Wang first worked with the agency seven years ago, when a design studio he founded in 1995, Feeling Time, was acquired by WPP’s Relationship Marketing Group. He remained with the company as a partner and creative director until 2003, working with several WPP-owned agencies including Ogilvy.

Also reflecting the agency's increased demand for high-level, strategic digital services by marketers in China, OgilvyOne has appointed Rianne Kow as director of emerging platforms and e-business and Katherine Huang as business director, both based in Beijing. Ms. Kow is returning to OgilvyOne after a brief sabbatical. Ms. Huang recently returned to China from New York, where she worked on Ogilvy's global IBM team.
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