TBWA's Chien Hwang

Omnicom Agency's Top Creative in Greater China Succeeds Veteran Eddie Wong

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SHANGHAI (AdAgeChina.com) -- TBWA Worldwide has relocated Chien Hwang to Shanghai from Beijing in a bigger role with the Omnicom agency.

Mr. Hwang, 39, will hold the same title, executive creative director, but Shanghai is the hub for TBWA's network in Greater China.

Many of the advertisers working with TBWA are based in Shanghai, such as McDonald's Corp., Beiersdorf, Adidas, Pernod Ricard, Pfizer's Wyeth division, Standard Chartered Bank and Visa International.

Chien Hwang
Chien Hwang
As a result, TBWA's Shanghai office has about 160 staff, compared to about 40 in Beijing, where the agency works with marketers like Mars, China Unicom, Tencent's QQ.com, LG Electronics and Apple Computer.

"He has a bigger role now. I wanted someone in Shanghai who knows TBWA and is in the system but who also has a blend of Chinese experience and ethnicity," said Hong Kong-based Ian Thubron, who was promoted to group president, Greater China in April 2010.

"Chien is very American but he's also very Chinese, it's a fantastic combination since our business isn't just with multinationals going to China. We also work with local companies looking at the rest of the world," Mr. Thubron said.

Mr. Hwang will succeed Eddie Wong, a 20-year ad agency veteran who is leaving the industry in August. He joined TBWA in China last January.

Mr. Hwang joined TBWA in 2006. Before that, he was a VP and creative director at Young & Rubicam in New York, working with brands such as Dr Pepper, Lincoln, Toys'R'Us and Sony. Before that, he worked at BBDO Worldwide, New York.

Last month, Mr. Thubron also promoted Koo Yeat-Mung to head of account management, Eric Wong to managing director, Integer, TBWA's shopper marketing division and Richard Cotton to business director of Tequila, TBWA's integrated marketing arm. All three executives will remain based in Shanghai.

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