Cedar Hong Kong names new managing director

BBDO Asia's content marketing agency Cedar Hong Kong has appointed Mark Tjhung (pictured) as managing director, reporting to Jessica Haigh, Cedar's global managing director, based in London. 

In his new role, he will lead the Cedar Hong Kong office with 51 employees, overseeing all of the agency’s work including its two key accounts Cathay and The Hong Kong Jockey Club.

Tjhung has been with Cedar Hong Kong since its launch in 2015 and over this period has held positions of editor, content director and, most recently, managing partner. Before Cedar, he had helmed the role of editor at LANDMARK Magazine and editor-in-chief at lifestyle magazine Time Out Hong Kong. 

This appointment follows several promotions within Cedar Hong Kong’s senior leadership team in the last year, creating a structure to focus on creative excellence and fuel continued growth. These promotions have included the elevation of Louise Buxton to business director, Adam White to content director, Jowie Chan as head of creative, and the appointment of Steve Ellul as creative director.

In conversation with MARKETING-INTERACTIVE, Tjhung said his appointment is part of the restructuring of Cedar's Hong Kong senior leadership team. "All of this has been done to put our creative output first – it’s something that we have developed a reputation for amongst our clients, and we have put the emphasis on creative in these appointments to get the most out of our exceptional creative talent."

Moving forward, Tjhung will help the team bring editorial storytelling to content, which is quite different from a lot of brand-led content across the marketing mix, he said. "And we see huge potential in this, as brands look for different ways to engage with their audiences and find cut through. How we do that is constantly evolving. We’re focusing more than ever on video, and bringing our style of storytelling to new formats for our clients."

"Our strategic offering has been important too, with more and more clients looking to build content into their marketing mix and needing to build the right strategies and foundations to underpin in. And as tech capabilities develop, we’re leveraging this with smarter, more targeted, more relevant content that can really speak to customer needs. That’s ultimately what our content is about – customer-first content that comes from a brand," he added.

Haigh said: "Over the past 10 years at Cedar, Tjhung has continually had a positive impact on our agency. He’s an exceptional leader – who consistently delivers work of the highest quality while fostering an environment where everyone feels supported, recognised, and empowered to thrive. His passion for what we deliver for our clients, and his belief in Cedar as an agency are infectious. I couldn’t be more excited to see him take on this next chapter"

Tjhung said: "I’m really honoured to lead our incredibly talented team – and I’m excited about what the future holds for Cedar. Right now, so many brands are looking to elevate their content and take it to the next level. We’ve been pushing our creative boundaries in new formats and channels, and with our new structure and our brilliant senior leadership team, I’m confident we can continue to lead the content conversation."

Cedar Hong Kong was established in 2015 as an offshoot of Cedar London. It is part of BBDO Asia Pacific, and creates content across the whole spectrum of mediums and channels, including digital, video, print and social media. Its clients include Cathay, Cathay Cargo, GLSHK, The Hong Kong Jockey Club, Shangri-La, Lee Kum Kee and Rosewood.

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