Before joining Proximity, she spent eight years at WPP Group’s OgilvyOne network in different Asian markets. Most recently, she was regional business director in Singapore, working with advertisers such as Diageo and Nestle. Before she joined OgilvyOne in 2000, she was a group account director at Wunderman Cato Johnson in Hong Kong.
Her appointment is the latest effort by Omnicom Group to strengthen its creative divisions in China, particularly Proximity’s parent company, BBDO Worldwide, and DDB Worldwide. Last year, BBDO appointed one of Hong Kong’s leading creatives, Glenn Bartlett, as Proximity’s exec creative director in China, also based in Shanghai.
Earlier this month, it launched Proximity Live, a division dedicated to marketing strategies for luxury marketers, including events, celebrity and VIP management, new media initiatives, and public relations.
In China, a rapidly developing market for luxury brands, Proximity Live is managed by joint managing partners Jude Robert and Angelito Tan. Previously, Mr. Robert was a director at Proximity in China, while Mr. Tan ran VideoClique, a technology company he founded focused on developing digital tools to market fashion and lifestyle brands. Both were based in Shanghai.
BBDO set up Proximity in China 18 months ago and now employs about 20 people. Ms. Hicks, a Hong Kong native, is responsible for developing the below-the-line agency’s digital, interactive and CRM business for advertisers such as General Electric, Air New Zealand, New Balance and Procter & Gamble brands Braun and Gillette.
"The focus for many of our clients is that age group where digital is an important medium. So we are progressing our digital service but we want to go beyond it to cover the entire integrated marketing discipline. Our initial focus is working with BBDO clients, but we are talking to other advertisers,” said Ms. Hicks.
Other appointment news in Greater China
[shanghai] WPP Group’s OgilvyOne has promoted Johan Vakidis to national creative director, digital for China from creative director, OgilvyOne, Shanghai. His former position has been filled by Siew Laifong. Previously, Ms. Siew was creative director of Wunderman, Shanghai.
[hong kong] The International Herald Tribune has promoted Hong Kong-based Helena Phua to deputy managing director, Asia/Pacific, from circulation and development director.