Ogilvy names new strategy lead for Coca-Cola in Greater China, Mongolia

Ogilvy has appointed BBDO Shanghai's former group planning director Harry Chen (pictured) as its head of strategy for WPP Open X, Greater China and Mongolia to look after the Coca-Cola account. 

Prior to Ogilvy, Chen had been with BBDO Shanghai for over six years, having helmed various senior roles. He was promoted to group planning director in 2021. Before BBDO, he had worked with DDB Group China and MediaCom.

MARKETING-INTERACTIVE has reached out to Ogilvy for a statement. 

Don't miss: Coca-Cola taps into Gen Z audience in China with personality-themed bottles

As part of the long-standing partnership between Ogilvy and Coca-Cola, the brand revived its iconic "Share a Coke" campaign globally earlier this year. In China, the brand embarked on a quest to amplify connections with Gen Z. 

Over a decade ago, Coca-Cola sparked a social marketing revolution with the ‘Share A Coke’ nickname bottles. Today, the brand builds on this legacy for a new generation of consumers, offering them a fun way to share their personalities, fulfilling their desire for authentic connection to create unique, generation-defining memories alongside the brand. 

As part of the new campaign, a diverse range of personality-themed bottles took over shelves, offering a fun and engaging way to connect with friends and family, including "The comedian" to "The Viber starter" and "The cat lover". The campaign was developed by Coca-Cola in collaboration with WPP Open X, led by Ogilvy Shanghai.

Drawing on the brand's deep roots in consumer-centricity, the iconic “Share a Coke” campaign exemplifies Coca-Cola's longstanding commitment to fostering meaningful connections through innovative product designs and engaging experiences, encouraging Chinese consumers to spark connections through the simple act of sharing a Coke.  

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