M&C Saatchi Worldwide will strengthen its Chinese presence in a joint venture with independent creative agency, aeiou, to make M&C Saatchi aeiou.
Based in Shanghai, aeiou’s founders Tony Liu and Michael Liu will act as executive creative director and managing director of M&C Saatchi aeiou, respectively. Both are appointed managing partners of M&C Saatchi Greater China, and they will report to Chris Jaques, CEO of M&C Saatchi Asia.
The partners of aeiou will initially have a majority stake in the joint venture, with M&C Saatchi Worldwide becoming the majority shareholder over an agreed timescale.
“China is a fundamental part of our global strategy, and we’ve joined forces with the ideal partner to help us continue to build momentum in this critical market,” said Moray MacLennan (pictured), worldwide chief executive of M&C Saatchi.
“[Aeiou has] built an agency producing world-class work for both local and international clients. And they share our belief in ‘Brutal Simplicity of Thought’, and a laser-like focus on building business results for our clients.”
Launched in 2003, aeiou has served major international brands like La Mer, Montblanc, Shiseido Tsubaki and Sun Hung Kai.
The debut in the mainland follows new office openings in Abu Dhabi, Sweden, Singapore and New York in 2012 alone.