Part of the core management team responsible for rebuilding Proximity Shanghai from a loose team of 10 people to a creative digital agency of 35 people. Hired and led two teams of talented creatives, both local and from overseas, to serve a growing roster of Chinese and international clients, including Puma, P&G (Gillette & Braun), Visa, NetEase, Bosch and SC Johnson. Collaborated closely with BBDO’s main agency on cross-discipline projects and pitches, providing digital, strategic and creative expertise.
Notable work:
• Puma: Total re-branding of Puma for China and South-East Asia, carving a niche in the sports-lifestyle category through the ‘Born to Play campaign. Print, outdoor, in-store and digital. Created strong, relevant and consistent platform for the brand to engage cunsumers with new seasonal products and fresh creative while retaining consistent brand personality.
• Gillette: Asian Effie award-winning “Sexy Shave’ campaign for Gillette, as well digital component of F1 McLaren partnership. A fresh approach to marketing wet shavers to Chinese men.
• NetEase: TV, Outdoor and digital campaign to re-brand NetEase online news service.
• Braun: Digital launch campaign for the new Braun CoolTec Shaver. Though budget limited, successful results persuaded client (P&G) to sign Proximity as digital AOR.

Immediate responsibility was to transform the structure and culture of the entire agency by unifying previously disparate teams of advertising, direct marketing and digital staff to offer clients a genuinely integrated approach to ‘Total Work’. Formed strong working relationships with a diverse range of clients including Bosch, Wrigleys, Visa, FedEx, Watsons Personal Store, Marco Polo Hotel Group, Guinness, Sony Vaio, Aviva, and the Hong Kong Government.
From 2009 onwards, extended role to ECD of BBDO Guangzhou, working primarily on Wrigley’s. Collaborated with Shanghai office to help lay the strategic and creative foundations for Extra and Doublemint at a time when both brands were demanding groundbreaking work for the China market.

Evolved the agency’s overall offering from traditional direct marketing into one that incorporated digital creative capabilities by hiring critical new talent and helping clients understand and embrace the many changes happening in the digital landscape.
Pitched for, and won, three major regional digital accounts for the Proximity network - Citibank Rewards Program, Watsons Personal Store and Marco Polo Hotel Group. On the strength of these regional pitch wins, I was promoted to ECD a year later.

International judge at the 2007 Singapore Creative Circle Awards.

In partnership with the creative director, ensured exceptional quality of both creative work and copywriting for a diverse range of clients. including Nokia, Audi, Timberland, and HSBC, as well as enterprise-level IT clients. Collaborated with sister agency XM Asia to provide copywriting expertise on numerous digital projects for Cisco and HP. Hired and supervised a team of eight writers working on a roster of copy-intensive businesses.
Notable work: Launch of Audi Q7. Nokia Regional Football Activation.
Winner at PMAA Awards 2006: Nokia Football Activation (Best in Show, Best Integrated Campaign); Timberland: Best Trade Activation
DM Asia Awards 2006: Cisco Self-Defensive Network (Silver); American Express. (Silver)