China – McCann Worldgroup has appointed Arthur Tsang as chief creative officer for Greater China, bolstering its creative leadership as part of its growth strategy in the region.
Tsang brings with him extensive experience and a distinctive cross-disciplinary background that spans advertising, music, and finance. His appointment aligns with McCann Worldgroup’s broader efforts to strengthen its leadership team and deepen its creative capabilities across the region.
Known for his culturally resonant campaigns, Tsang has been behind some of China’s most recognisable advertising work, including the Extra “Flavours of Life” series, Snickers’ “Fists of Hunger” featuring Mr Bean, and Mercedes-Benz’s debut brand campaign in China, “Follow Your Heart, Keep Driving”.
An Oxford graduate in physics and philosophy, Tsang began his career in investment banking and professional music—experiences that have helped shape a creative approach balancing analytical thinking with artistic sensitivity. This perspective has informed his work in developing emotionally resonant and strategically grounded brand storytelling.
Tsang’s advertising journey began at Ogilvy & Mather, where he worked on campaigns for clients such as Hong Kong Disneyland, Unilever, and Coca-Cola. He later held leadership positions at Saatchi & Saatchi and BBDO, where he was CCO of Beijing and global lead for the Mars business—a role he held for 15 years. At BBH Greater China, he partnered with brands including Google and Samsung and co-created Meet the Daydreamers, a reality series with Tencent Video.
Most recently, he returned to BBDO to oversee creative leadership for both the Greater China region and the global Mars portfolio, while also producing award-winning campaigns for Budweiser and Harbin Beer.
“I’m thrilled to be finding a new home at McCann Worldgroup. I have always admired McCann’s “Truth Well Told” philosophy, and in times like these, nothing could be more important or relevant. I look forward to carving out a new chapter of that truth with Carter and the team,” Tsang commented.
In his new role, Tsang will operate out of Shanghai and report directly to Carter Chow, CEO of McCann Worldgroup Greater China.
Chow said, “We are excited to welcome Arthur to the McCann Worldgroup family. In today’s competitive, fast-moving landscape, brands need creative ideas that don’t just spark short-term attention; they need ideas that build lasting brand value. Arthur’s ability to connect cultural insight with commercial strategy will be a huge asset as we continue to help our clients craft enduring brand platforms.”
Tsang’s appointment is part of McCann Worldgroup’s continued efforts to strengthen its leadership team in China, following a series of senior hires over the past year. It reflects the network’s broader focus on enhancing its creative capabilities in the market, particularly around culturally relevant ideas that support long-term brand growth and business impact across Greater China.
Valerie Madon, chief creative officer at McCann Worldgroup Asia Pacific, also shared, “Arthur brings the kind of energy and joy that our industry needs right now, reminding us that creativity should be as fun as it is powerful. I’ve always admired how he combines that spirit with strategic thinking, maturity, and an ability to elevate those around him. He’s not only a brilliant creative mind but also a natural mentor and leader. I’m confident he will inspire our teams and nurture the next generation of talent across Greater China.”
