Publicis Communications has announced Cathryn Chen, general manager of Saatchi & Saatchi Guangzhou, will spearhead all creative agencies under Publicis Communications in Guangzhou, including Saatchi & Saatchi, Publicis Worldwide and Leo Burnett.
In her the new role, Chen will oversee a number of business units from Saatchi & Saatchi, Publicis Worldwide to Leo Burnett, and she will also enable the access of creative agencies to specialist agencies Nurun, PR group MSLGROUP and its shopper marketing arm Arc in Guangzhou.
The move follows similar strategy in Singapore made earlier this year which saw a single CEO role created to manage a range of Publicis brands.
A similar move is said to be underway in Hong Kong, with MSLGROUP soon moving to Leo Burnett’s office in Kwun Tong. Earlier this month, Publicis Worldwide appointed Alex Lee as CEO, giving him dual leadership roles across both Publicis Worldwide and Leo Burnett.
In Guangzhou, Publicis Communications said the move was about strengthening its ability to better serve the clients each agency represents – offering a range of digital, PR, event and commerce solutions.
Publicis maintained that each agency brand under the new arrangement will keep its own culture and specific approach to creativity and services. They will also all continue to grow and expand as individual agencies.
Chen said she was excited to take this new challenge.
“My role here in Guangzhou is to lead an ensemble – not play a solo – and I look forward to transforming both our clients and ourselves with a fast and efficient way of working.”
Chen joined Saatchi & Saatchi Guangzhou in 2012 as director of client service and was promoted to GM of Saatchi & Saatchi Guangzhou in 2013.