The appointments strengthen the agency’s senior team as it continues to build its creative, strategy and account capabilities in the market.

As Executive Creative Director, Yousuke Ozawa will lead creative direction in Japan, focusing on social-first storytelling and campaign development. He brings more than 20 years of experience across agencies, including Havas, Weber Shandwick, Ogilvy and Dentsu, and has led work for more than 40 global and domestic brands, including Coach. His work has earned over 50 international awards, including Cannes Lions. He has also served as a speaker and jury member at Spikes Asia. He joins from UltraSuperNew, where he spent more than five years.

As Strategy Director, Nahoko Yokota joins after more than 14 years at the Swatch Group in client-side roles spanning brand and marketing strategy. She will focus on shaping strategic initiatives that connect social-first insights with business outcomes for clients in Japan.

As Account Director, Chiori Suzuki brings experience across digital entertainment and e-commerce, having previously worked at Hulu Japan and Amazon Imaging. She will focus on account leadership and supporting the delivery of social-first campaigns for clients in the market.

The appointments take effect immediately.

As brands increasingly shift toward social-first marketing to remain competitive, the appointments of Yousuke, Nahoko and Chiori reinforce VaynerMedia’s focus on producing consumer-centric social media content designed to deliver measurable business outcomes at scale. 

“Japan is an incredibly strong and dynamic market, and we are seeing a massive appetite from brands wanting to break away from traditional marketing to win attention where it actually lives. After five years operating in Japan, VaynerMedia is well-positioned with the expertise and knowledge for brands to succeed with a social-first strategy,” said Kota Murakami, Country Manager, VaynerMedia Japan.

“Yousuke, Nahoko and Chiori bring an incredible depth of expertise to our team. All three colleagues bring extensive experience in creating positive impacts for global brands, allowing them to push the boundaries of the status quo while respecting Japan’s specific consumer nuances. They will be monumental in scaling our capability for social-first marketing in Japan,” he added. 

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Under the agreement, the buyer will obtain an exclusive licence from General Mills to use the Häagen-Dazs brand for ice cream shops and gifting businesses in Mainland China. General Mills will retain ownership and continue operating Häagen-Dazs retail and foodservice operations in China.

The transaction is expected to close in calendar 2026, subject to regulatory approvals and other customary closing conditions. Financial terms were not disclosed.

Citi is acting as exclusive financial advisor to General Mills, while Herbert Smith Freehills Kramer Global is serving as legal advisor.

The deal is part of General Mills’ ongoing portfolio restructuring under its Accelerate strategy, as it continues to prioritise brands and channels with higher growth potential. Since fiscal 2018, the company has reshaped its portfolio through multiple acquisitions and divestments, affecting nearly one-third of its net sales base.

In its latest fiscal 2026 third-quarter results, General Mills said it is investing in its brands to restore volume-driven organic net sales growth, with initiatives spanning its Remarkable Experience Framework, including product, packaging, brand communication, omnichannel execution, and consumer value.

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Founded in 2017 by Shanghai-based Joy Group, JudyDoll targets younger consumers with its colour-driven product offerings and focus on product quality. The brand also offers Halal-certified products, allowing it to cater to markets with diverse cultural requirements.

InvestHK said it has been providing information and support for JudyDoll’s Hong Kong launch and will continue to assist the brand as it expands, including plans to enter additional core retail districts in the city.

JudyDoll is regarded as an early mover among mainland cosmetics brands expanding overseas, with a presence that already spans Japan, Southeast Asia, Australia, Canada, the Middle East and North America.

Clair Chau, Senior Sales and Marketing Manager of JudyDoll Hong Kong, said, “Hong Kong is where global trends meet. The city’s vibrant makeup culture is deeply connected to its fashionable spirit. We hope to showcase the brand’s vitality, attitude and aesthetics to a wider range of consumers in Hong Kong’s growing and trusted retail market.”

With its Hong Kong store serving as a pilot, the brand is shifting from an online-only model to an omnichannel retail approach as it builds a broader international footprint.

Angelica Leung, Deputy Head of Consumer and Hospitality of InvestHK, said, “We welcome JudyDoll opening its first physical store in Hong Kong. We look forward to the fresh makeup experience and culture brought by JudyDoll’s physical store, alongside its creative online interactions, adding new vibrancy to this city as an international trend hub. We hope the brand will leverage Hong Kong as a go-global platform and further expand into new overseas markets.”

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In the role, Zhao will oversee strategic planning and operations across Omnicom Media China, with a focus on advancing the company’s AI and data capabilities through the use of its Omni AI intelligence platform.

Zhao brings more than 20 years of experience across the public and private sectors, having held roles in government, media, legal practice, consulting, and marketing technology. His appointment follows a stint as Chief Operating Officer of Omnicom Media China, where he helped lead business operations and client growth initiatives.

Prior to that, Zhao spent five years leading PHD China, overseeing client retention and business development efforts. During his tenure, the agency topped the 2024 China 4A Agency Network New Business Rankings.

Commenting on his new role, Zhao said, “The marketing ecosystem in China is undergoing a fundamental shift from ‘traffic competition’ to ‘intelligent decision-making. AI is no longer just an enabling tool; it is the core productive force driving business growth.”

He continued, “Omnicom Media China will no longer be confined to the traditional role of a media agency. Instead, we aim to become our clients’ Chief Growth Officer in the AI era. By leveraging the Omni AI intelligence platform, we will integrate full-link data and technology, embedding AI capabilities into every stage from strategy and creativity to media execution and performance measurement, helping brands achieve a comprehensive leap from precise targeting to tangible business conversion.”

The appointment comes as Omnicom Media continues to expand its use of AI and data-driven solutions across its operations and client services, reflecting broader shifts in the marketing and media landscape.

Tony Harradine, CEO, Omnicom Media APAC, commented, “Joey brings a rare combination of commercial acumen, entrepreneurial thinking, and deep understanding of how technology is reshaping our industry. His ability to connect business strategy, client growth, and AI-driven innovation makes him uniquely positioned to lead Omnicom Media China into its next chapter.”

He added, “China remains one of the world’s most dynamic and influential markets, and under Joey’s leadership, I am confident we will continue to strengthen our market-leading position by unlocking new opportunities for clients and delivering sustainable growth in an increasingly intelligent and connected marketing ecosystem.”

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Developed by Omnicom Health Hong Kong, the campaign seeks to address the growing influence of social media and photo-editing culture on young people’s perceptions of themselves and their mental wellbeing.

The initiative is informed by research highlighting the pressures associated with image curation online. A study by youth think tank MWYO involving more than 1,000 women in Hong Kong found that respondents took an average of 4.2 selfies before obtaining an image they considered acceptable, while nearly half said they edited or enhanced photos before posting them online. The study also linked these behaviours to lower life satisfaction and poorer self-image. Separate research from Hong Kong Baptist University found that 32% of teenage girls reported that Instagram negatively affected how they felt about their bodies.

Against this backdrop, SELF:ME promotes instant photography as an alternative to heavily edited digital images, highlighting a format where photos cannot be retouched after they are taken.

At the centre of the campaign is an open digital platform where Gen Z participants can upload unedited photographs alongside their personal reflections. The platform is designed to create a space for conversations around self-expression, self-image, and mental wellness.

The campaign also features singer-songwriter Serrini, who will appear in digital content and university engagements aimed at reaching younger audiences.

As part of the initiative, a limited-edition SELF:ME box set containing an instax camera, instant film, and campaign materials is being made available at selected retail locations. A portion of the proceeds from sales will be directed to HKMWA to support mental health education programmes.

Stanley Sun, CEO of FUJIFILM instax, commented, “We’re honoured to partner with HKMWA and support this important initiative. Instax stands behind the idea that it isn’t about getting it perfect; it’s about the enjoyment of capturing genuine moments. ‘SELF:ME’ reminds us that the most powerful moments are the real ones – unfiltered, unretouched and unapologetically authentic. We’re proud to be inviting Gen Z to embrace who they are and rediscover confidence.” 

SELF:ME is also supported by several non-government organisations, including Baptist Oi Kwan Social Service; Caritas Hong Kong; Richmond Fellowship of Hong Kong; St James’ Settlement; The Boys’ and Girls’ Clubs Association of Hong Kong; The Hong Kong Federation of Youth Groups; and The Mental Health Association of Hong Kong.

Dr May Lam, Founder & President at Hong Kong Mental Wellness Association, said, “HKMWA is dedicated to building resilience, empathy, and lasting mental wellbeing through the power of education. The SELF:ME campaign connects with young people at a time when comparison and the search for approval can feel overwhelming, creating space for them to feel seen and valued for who they are. With instax as our campaign sponsor and the kind-hearted support of our many partners, we were able to champion instant photography as a meaningful way to remind young people that authenticity matters more than perfection.” 

Sam Wong, Managing Director at Omnicom Health Hong Kong, added, “This campaign exemplifies the power of a strategic partnership and how brands of all kinds can play a positive role in supporting consumer wellbeing. SELF:ME has become more than a campaign; it is a meaningful movement for mental wellbeing that doesn’t lecture but instead questions the modern-day selfie culture by providing a space for people to celebrate natural beauty and genuine connection.”

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In his new role, Yong will oversee the group’s people, clients, and growth strategy across China, reporting to Chris Reitermann, Chief Executive Officer of WPP Greater China.

His responsibilities include leading the group’s operations across advertising, digital experience, social, influence, and public relations, while strengthening collaboration across its agency portfolio, including Ogilvy and Grey. Both agencies will continue to operate independently while working more closely across capabilities and client engagements.

Chris Reitermann commented,“I have had the privilege of working closely with Yong for 15 years and have seen firsthand the leader he has become. His strategic vision, integrity and unwavering commitment to our clients and people have earned him the trust and respect of colleagues and clients alike. His appointment reflects our long-term commitment to developing leadership from within and empowering proven talent to make an even greater impact. 

He added, “It gives me immense pride to see Yong step into this role, and I have every confidence in his ability to lead The Ogilvy Group China into its next chapter of growth. I look forward to continuing our partnership as we create even greater value for our clients.” 

Yong joined Ogilvy in 2011 and most recently served as president of Ogilvy Advertising China. He brings experience in brand development, client management, and business leadership, having spent more than a decade with the organisation.

He holds an MBA from Harvard Business School and has been involved in leading client and agency growth initiatives during his tenure at Ogilvy.

Commenting on his promotion, Yong said, “I’m honoured to take on this expanded role and deeply grateful for the trust placed in me. What has always distinguished Ogilvy is our ability to combine enduring expertise in brand thinking, creativity and integrated capabilities to help clients grow.”

He added, “As I take on this broader group leadership responsibility, I look forward to working closely with our teams across Ogilvy and Grey to strengthen collaboration, unlock new opportunities for our clients, and create an environment where our people can do the best work of their careers.” 

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Positioned as a street culture-led campaign, “Paterson Vibe” spans fashion, music, urban sports, pet lifestyle and food and beverage concepts, with participating brands collaborating on in-street activations and themed weekend events designed to draw foot traffic and engagement to the area.

Paterson Street has long been associated with youth culture and independent retail, with a mix of international and homegrown brands shaping its identity over the years. Retailers in the area include names such as adidas Originals, JUICE, 8FIVE2 and kapok, alongside food and beverage concepts ranging from artisanal cafés to casual dining formats, contributing to its reputation as a lifestyle-orientated retail strip.

According to Fashion Walk, the campaign is intended to reposition the street as a co-created urban platform, where tenants across different categories collaborate on limited-time experiences, product drops and installations. Rather than a conventional retail promotion, the initiative is structured around a series of curated weekend events and rotating activations.

The programme includes four main weekend events — Paterson Beat, Paterson Rave, Paterson Skate Jam and PETizen Day — each centred on different cultural themes, including music, skateboarding, nightlife-inspired programming and pet lifestyle activities. Selected activations feature collaborations between participating brands such as Hypebeans, Mercury Recalls, adidas, ASICS, New Balance, 8FIVE2 and others.

Ahead of the official launch, Fashion Walk also rolled out pre-campaign content featuring local cultural personalities and original music developed for the initiative, aimed at establishing the narrative around Paterson Street’s subcultural identity. This was followed by influencer-led previews across fashion, lifestyle, food and pet verticals to drive early visibility across social media platforms.

As part of the broader rollout, the campaign also includes outdoor advertising and street-level installations across key areas in Causeway Bay, extending the activation beyond the immediate retail cluster.

Fashion Walk said the initiative is designed to strengthen collaboration among tenants while driving sustained engagement in the district through experiential programming, positioning Paterson Street as a multi-category lifestyle destination within Hong Kong’s retail landscape.

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Led by Global CEO Jung A Kim, the campaign coincides with the International Day for Biological Diversity on May 22. It responds to growing concerns over hikers disposing of leftover ramen broth directly on mountain trails, including at popular destinations such as Gwanaksan, contributing to soil contamination, unpleasant odours, and pest-related issues.

As part of the initiative, INNOCEAN aims to raise awareness of the environmental impact of improperly discarded food waste while encouraging more responsible hiking practices. Central to the campaign is “Magic Bomb”, a portable liquid solidifier developed to help hikers dispose of leftover broth more responsibly.

INNOCEAN has partnered with CU and the Korea Forest Service to distribute Magic Bomb, which turns liquid broth into a gel-like solid that can be discarded as regular waste. The product will be available free of charge at CU convenience stores located near 10 major hiking destinations across South Korea.

A spokesperson from INNOCEAN said, “Through numerous tests, we found that when Magic Bomb is added to ramen broth, it typically solidifies into a gel-like form in around two minutes. Before going hiking, participants can save the campaign participation certificate from the Pocket CU campaign page, then visit a nearby CU store distributing Magic Bomb and show the certificate to store staff to receive it for free.”

The initial rollout covers hiking areas including Gwanaksan, Bukhansan and Dobongsan in Seoul; Naejangsan in Jeolla-do; Seoraksan in Gangwon-do; Woraksan in Chungcheong-do; and Geumjeongsan, Mireuksan, Palgongsan and Sobaeksan in Gyeongsang-do.

Beyond the on-ground distribution, INNOCEAN plans to extend the campaign through social media content, participation challenges, and other engagement activities. The campaign will also feature a series of original animal-inspired characters based on species commonly found in mountain environments, including frogs, squirrels, trout, otters, foxes, and badgers.

“This campaign was designed as a lifestyle-driven initiative that enables hikers to take part in nature conservation in a simple and natural way during their hikes,” an INNOCEAN spokesperson added. “Just as one small change in behaviour can work like magic to help protect our mountains, INNOCEAN will continue to carry out a wide range of social contribution activities.”

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Created by Fred & Farid Shanghai, the “Duo’s Great Resignation” campaign centred on Duolingo’s mascot, Duo, announcing his resignation, tapping into growing conversations around burnout, job dissatisfaction, and career uncertainty among Gen Z consumers in China.

The campaign quickly gained traction online, with more than 300 international and local brands joining the conversation through mock job offers for the mascot. Participating brands included Subway, Burger King, FILA, Unilever, HP, and Buick, alongside Chinese companies such as Meituan, Haidilao, Tencent, Honor, JD.com, and Yili. The fictional offers ranged from delivery jobs to executive roles.

As the campaign expanded, Duolingo and Fred & Farid Shanghai converted the fictional job offers into real employment opportunities for young people in China.

According to the companies, the campaign generated more than 108 million social impressions, over 100,000 in-app engagements, and upwards of 150 media mentions.

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Titled “Go All In on Freshness—It’s a Must”, the campaign is shaped by viral phrases and shared online moments among Hong Kong netizens, using internet culture as a creative lens for its baked series.

Developed with dentsu Hong Kong, the campaign features a series of social-native videos starring local content collective JFFT, known for their humour and widely circulated Cantonese phrases.

“Culture today moves at the speed of social, shaped by creators and the communities around them. By collaborating with the internet sensation behind the trend and embracing the language they’ve helped popularise, Café de Coral is able to connect with audiences in a way that feels more immediate and relevant today,” said Diana Tam, Managing Partner & Director of Operations at dentsu Hong Kong.

Featuring BedGo, MicFu and HumGorGor, the content places the trio in a livestream-style gaming environment, where they appear as lobster-inspired characters diving underwater to “catch” seafood ingredients, blending gaming formats with food storytelling.

Moving away from Café de Coral’s traditional commercial approach, the videos are designed to feel more interactive, reflecting how audiences engage with content on social platforms.

Built around Cantonese wordplay, the campaign uses a phonetic twist where “lobster sauce” sounds similar to “lobster picking”, which is extended into social spin-offs referencing the viral “$1 lobster grab” moment. The content also includes the line “Your claw is broken” and depicts the trio bypassing claws to grab lobsters by hand, echoing the original viral scene within broader online conversation.

Angel Tam, Director (Marketing), Café de Coral, said, “We’re reimagining how our iconic baked series connects with today’s diners. With our new Baked Seafood Rice with Lobster Sauce, we’re bringing a vibrant, social-led approach that refreshes the experience with a new tone of voice. By spotlighting the richness of our premium sauces and the abundance of seafood through playful, everyday-inspired moments, we aim to make the offering feel both engaging and relevant—while reinforcing its strong value.” 

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