Steve Xue joins FCB as chief strategy officer for Greater China

FCB has appointed Steve Xue as chief strategy officer for FCB Greater China, based out of Shanghai.With more than 15 years of experience, Xue brings exceptional client management and strategic planning experience to the agency.In his new role, he is responsible for leading FCB Greater China’s repositioning by articulating the agency’s strategic plan to drive continued new business growth and lead major accounts.Xue will articulate the agency’s strategic plan and its expression to existing and new clients and to the industry as well as creatively defining strategies to solve business challenges for FCB’s major clients. He will also conceive and conceptualize thought leadership initiatives for FCB.“Steve has a great reputation as a genuine strategic brainpower,” said Edward Bell, FCB Greater China CEO.“We are so fortunate that Steve has chosen us as a place, a medium scale operation, where he can really leave his fingerprints on the place. He will be a great asset for FCB.”In his previous roles as head planner in some of the world’s most renowned agencies, including Saatchi & Saatchi and McCann, Xue established a diverse portfolio of local and multinational brands including Coca Cola, Yili, Ford, SGM.“I’m glad to join FCB, an agency that aims higher than just changing consumer perceptions, but changing behavior, which feels so on beat with our time that I feel excited about being part of the force.” said Xue.Steve started his advertising career in JWT Shanghai. Then he was headhunted to Saatchi and helped them win Minute Maid and develop various brands. Before join FCB, Xue was the chief strategy officer of McCann.