M&C Saatchi aeiou has appointed Chenghua Yang as its CEO in China with immediate effect. He will work closely with agency founders Michael Liu and Tony Liu to continue driving the business growth and maintain the strong creative reputation of the agency. He will be based in the Shanghai office.
The multi award-winning industry veteran Yang has served as the CEO of Publicis Shanghai and Guangzhou for nearly 12 years before this appointment. In 2007, he was appointed the general manager of the Shanghai operations. Later in 2010, he was promoted to managing director while adding the Guangzhou office to his remit.
In 2012, Yang took on the CEO responsibilities and managed the full scope of agency operations, growing the team from 60 in 2007 to 200 in 2018, and the agency portfolio to more than 40 clients.
His career has spanned nearly three decades, starting with Ogilvy & Mather in 1987 in Taiwan, where he worked as a copywriter. He then worked with several firms, including JWT, D’Arcy and Dentsu, before moving to Publicis Guangzhou as the business director in 2002, managing clients such as China Mobile, Cadbury, Yili milk powder and San Miguel.
“We’re all absolutely delighted that Yang is joining M&C Saatchi in China. His entrepreneurial spirit, a passion for spotting and developing talent, and a deep understanding of the unique China marketplace, makes him stand apart from the rest. We’re confident Yang will continue the growth that Tony and Michael have achieved over the past 16 years,” said Richard Morewood, CEO of M&C Saatchi, Asia.
Michael Liu, founder and chief strategy officer of M&C Saatchi aeiou, China, said: “Knowing when to shift leadership is of paramount importance to the founders. Yang will strengthen our value to our clients in China and allow us to foray into new areas.”
Yang stated: “The communication business of the future will belong to agencies like M&C Saatchi, which are smaller, faster, agile and understand clients’ business nature; at the same time, respecting the value of brand and creativity.”