OMD has appointed Jian Yang as global strategy director for transformers – Hasbro’s largest franchise. In his new role, Yang will drive deeper business results by developing communication strategies connecting the brand (including toys, licensed merchandise, TV series and movies) to consumers across the globe.
In addition to his new role, Yang will be the business director for Hasbro Singapore’s account at OMD. Yang (pictured) brings with him over 14 years’ experience in creative and media agencies across Singapore and the Middle East. He has been credited with kick-starting the social media strategy and execution for many brands including Hasbro Singapore. Prior to his new appointment, Yang held the position as director of strategy at PHD Singapore for over three years.
“Yang’s contribution is essential to the Hasbro account because of the insights he contributes to 40+ markets working on the business. He is unique because of his understanding of the category – Yang is a world-renowned toy collector and valuation expert. Add to this that Yang has a background in strategic planning in both creative and media agencies and it’s very clear why his contribution is so valuable to OMD and to Hasbro,” Mainardo De Nardis, CEO, OMD Worldwide said.
Chloe Neo, managing partner at OMD Singapore added: “Yang has done an excellent job of interpreting and understanding Hasbro’s target audience. An ideas-driven professional, Yang’s flair for innovative campaigns will value-add to the expertise of the global Hasbro team.”
Yang will report to Neo and Collin Douma, global account director at OMD New York. He will be based out of OMD’s Singapore office.