The club’s annual One Show awards events, held earlier this year, drew nearly 17,000 entries from more than 50 countries. In 2006, for the first time, China was among the top 10 countries for One Show entries.
What began as a New York-centric adclub in 1975 has developed a global vision during Ms. Warlick’s tenure as executive director. She joined the club in 1989, and has helped the One Show evolve into a competition in which about half the entries come from outside the U.S.
The One Club is now helping develop a new generation of creative talent in one of the world’s largest, most vibrant markets, reaching out to both students and professionals in a market still struggling to get its creative on par with more developed markets.
The One Club opened an office in Beijing last year. It had been conducting workshops in China for five years before it opened the Beijing office, the club’s first outpost outside its E. 26th Street headquarters.
“Most of the multinational [agencies] have offices in China … [but] what was needed was local talent from China because many times these agencies are staffed by expatriates,” said Ms. Warlick, 57, who has visited China several times. “By starting student workshops, we’re able to establish standards and give hands-on training to the next generation of advertising professionals.”
“I think everyone [in China] is aware of being on the cusp of something that’s about to break open,” she said. “It’s the nascence of a whole movement, and the people there are aware of their place in the beginning of a larger industry that’s just about to happen.”
The One Club’s goal in China “is to impart the values of the club on a completely untainted creative frontier,” said former board President John Butler, who’s traveled to China with the club. “There’s a lot of money being spent over there on advertising, and they’re hungry for information.”
Education “has been a big part of the Chinese mission [such as] doing student workshops,” added David Baldwin, Mr. Butler’s successor as board president, who’s also traveled to China with the One Club.
“What is exciting about [working with] university students is that they are a generation that hasn’t had their creative spirit thwarted,” Ms. Warlick said. “If you could have seen the awards show [held after one workshop], some of these kids traveled by train for 30 hours to come to Bejing....it was very exciting.”
The activity in China fulfills the One Club’s mission of fostering creative excellence, Ms. Warlick said, adding, “My mantra is good creative is good for business.”
--by Advertising Age reporter Dan Lippe
Other appointment news in Greater China
[shanghai] Steve Lin has joined WPP Group’s Grey Global Group as president-CEO for Greater China, effective September 1. A native of Taiwan, he has spent the past 14 years at WPP’s JWT, most recently serving as chairman of JWT, Taipei.
“Getting the right talent to lead our growth in Greater China has been my number one priority this year,” said Mike Amour, Grey’s chairman-CEO, Asia/Pacific in Singapore.
For the last few months, the region was managed directly by Mr. Amour. The last person to fill the Greater China role was Hong Kong-based Dennis Wong, who resigned last February just a few months after starting the job in August. Mr. Wong, in turn, succeeded Viveca Chan, who resigned from Grey last July to start her own advertising agency in China.
[hong kong] Catherine Leung is promoted to general manager, marketing & digital, China at Universal Music Group in Beijing. In addition to handling the Vivendi unit’s Chinese, Asian and international repertoire in China, she oversees its new media and technologies division, Universal Mobile in China. Previously, she was general manager of Universal Mobile in Southeast Asia, also in Beijing. The promotion results from the merger of Universal's online media and mobile departments into one division called digital to further integrate the two platforms.
[shanghai] Michiel Hofstee promoted to general manager, JWT, Shanghai from director of client service, JWT, Amsterdam. He succeeds Jennifer Jan, MD, who left the agency last year.
[hong kong] Emmanuel Andre is promoted to regional director, Asia/Pacific, a new position at TBWA Worldwide in Hong Kong. The agency’s new business driver for TBWA and its direct marketing arm Tequila in the region, he will report to Keith Smith, TBWA’s chairman, Asia/Pacific, also based in Hong Kong. Mr. Andre joined TBWA in Paris in 1993, when it was known as BDDP in France. Since 2003, he has worked for TBWA in New York, most recently as director of its corporate office.
The Omnicom Group agency also appointed Blair Shapiro as director of interactive-creative director at Tequila, Hong Kong, to lead the agency’s interactive services. Most recently, he was global creative director of Web Liquid in New York. Before that he was VP-creative director of Omnicom’s Agency.com in New York, now part of TBWA.
[hong kong] Azmar Sukandar to regional trade PR manager, Greater Asia at Microsoft’s MSN division in Hong Kong from senior public affairs manager for Time Warner’s Time and Fortune magazines in Asia.
[shanghai] WPP’s MindShare office in Shanghai has promoted Sara Si to general manager from planning director, succeeding Michelle Ko, who was recently promoted to managing director, Shanghai. It has also appointed Mateo Eaton as managing director of its Entertainment ESP division in China from VP, development at Smedly Smartwrite, an interactive agency based in Shanghai.
MindShare’s Beijing office has appointed Alexandra Frye as deputy head of planning from brand metrics director of Batey Group in Singapore, and Glen Foster as business director of its IBM account from marketing manager, Asia/Pacific of IBM’s PC division. Ben Watson has relocated to Beijing as MindShare’s director, interaction from business manager, interaction in Sydney, and David Cantalupo has joined the agency as managing director, China for its ESP Sports division from managing director, China at ESPN Star Sports, a joint venture owned by ESPN Inc. and News Corp.’s Star Group.