Hsueh to push digital as Euro's chief creative

Beijing - Euro RSCG has appointed Jordan Hsueh (pictured) as chief creative officer for Beijing and North China to drive and develop the creative teams with a focus on digital channels.

In his new role, Hsueh said he is talking to clients to understand the challenges they face in light of the economic crisis as they become more conservative to invest their money in advertising.

With over a decade of experience in China, Hsueh observed that creative strategies is shifting from the traditional one way communication to advertising on digital and new media formats that involves interaction between the brands and consumers.

He is also finding advertising in restaurants and public transport such as in buses or trains more effective to connect with consumers and have to increasingly think about creativity from these channels.

Hsueh reports directly into CC Tang, North Asia chief creative officer and co-chairman for EuroRSCG.

Joe Wang, chairman for Euro RSCG North Asia, said Beijing is a large and important operation and Jordan's focus on developing and growing the creative teams is a valuable investment.

"During the current economic downturn, it is even more important than ever to be creative, smart and effective; and CC and Jordan are important pillars in our plans for Greater China," he added.  

Prior to Euro, Hsueh was ECD at JWT for the past five years working on clients such as Yili, Zhong Liang, Nestle, and China Unicom. Before that, he spent six years at McCann Erickson on the Motorola, Nestle, UPS, China Telecom, Reckitt Benckiser and Master Kong accounts.