As Ogilvy continues its process of “next chapter” transformation, Ogilvy Beijing announced that Adrian Zhu, executive creative director of Raynet Ogilvy, has been promoted to group executive creative director (GECD) of Ogilvy Beijing.
(Read more: Ogilvy starts “next chapter” transformation in China)
Taking on this new role, Zhu will work with Graham Fink, chief creative officer, Ogilvy China, as well as the other two executive creative directors in Beijing, Sean Shi and Andrew Low, to form the creative council, providing creative leadership to best support clients’ shifting communications demands.
Zhu has 25 years of experience in the communications industry, and first joined Ogilvy in 1994 as a senior copywriter. His track record, according to the release, includes work in China and a massively successful national image campaign for the Chinese government.
He has also worked with a range of clients, including IBM, Microsoft, Mercedes-Benz, BMW, Audi, Volkswagen, AT&T, McDonald’s, KFC, President Food, Master Kong, China Mobile, China Unicom, Martell, and Kimberly-Clark.
In a press release, Zhu said China’s communications industry has experienced incredible changes over the past several years, and that Ogilvy too is facing both unprecedented challenges and opportunities today.
“Retaining our position as the most influential communications group is a goal worth fighting for,” Zhu added, “With the ‘One Ogilvy’ structure underway, I will do the best I can to deliver Ogilvy’s brand communication promises with the best creative, for each and every of our clients.”
“Adrian is a locally cultivated creative talent and has a vast understanding of the China market, which is exactly what we need in Beijing,” said Graham Fink. “I believe he will infuse Ogilvy’s ‘Big Ideal’ with more insightful creativity. I very much look forward to working with him.”
Selina Teng, president of Ogilvy Beijing, added that Ogilvy needs need creative leaders with a deep understanding of their own field, and have the ability to bring resources and teams together in the “all-new integrated and client-centric” structure, and that Zhu would be the right fit.