DigitasLBi names new group creative director

DigitasLBi has appointed Jamie YJ Zhao as group creative director in China. Leading a team of 50 people and reporting to Lamy Zhang, managing director of DigitasLBi in China, Zhao has been tasked with incorporating the agency’s strong social creativity into a blended digital creative department, as well as helping identify and pursue new business opportunities.Zhao has built a reputation for her quality of work across clients including Nike, Converse and, MHD, as well as Unilever, Pepsi, and L’Oreal Paris,. She has also been awarded at Cannes, EFFIE Great China, OneShow, The Festival of Media Awards, China 4As, LongXi NOVA and ROI Festival.“Digital is now everywhere in China, so creativity is not only about going broad, but going deep. We’re creating possibilities in life, connections with people and their surroundings, and subconsciously trying to change behaviour and perceptions. My approach is to focus on storytelling, rather than on gimmicks, special effects or technology for technology’s sake,” said Zhao.Mike Sutcliffe, regional executive creative director, DigitasLBi, Asia Pacific, said: "Her experience working with global clients within China makes her both a very rare talent and a perfect fit for DigitasLBi.”