Hong Kong – MSL Hong Kong has appointed Jojo Choi as Executive Director, promoting her from Senior Director, a role she has held since joining the agency in 2023.
In her new role, Jojo will oversee the Hong Kong market and support selected regional initiatives across APAC and, where relevant, globally.
The promotion reflects her leadership in driving operational excellence, strengthening client servicing standards, and building high-performing teams across flagship accounts.
She will also take on expanded responsibilities covering agency operations, AI-led innovation, and financial stewardship, aimed at supporting sustainable growth and raising the standard of MSL’s work. The role forms part of the agency’s broader leadership expansion to support its next phase of growth and transformation in line with Publicis Groupe Hong Kong’s vision.
Commenting on her new role, Jojo said, “Social isn’t just where I started my career — it’s where I’ve seen the biggest shift in how brands connect with people. Today, it’s no longer an add-on or an amplifier; it has the power to lead, shape narratives, and drive the entire communications journey.”
She added, “At MSL, we challenge the idea that communications should be confined to formats. Our social-led approach is about building ideas from where culture and conversations happen, then scaling them beyond channels — earned, shared, and owned. As we look ahead, this mindset will be central to how we help brands stay relevant, influential, and connected in an increasingly fragmented landscape.”
The appointment takes effect immediately following an internal announcement on Monday, May 10. She will report directly to Miuson Chi, General Manager and Executive Creative Director of MSL Hong Kong.
Miuson Chi said, “Jojo has spent the past few years pushing MSL Hong Kong to raise its game—operationally, creatively and in how we show up for flagship clients—turning restless talent and bold thinking into work people don’t see coming but can’t ignore.”
“In a social‑led agency that experiments with new forms of storytelling, her promotion to executive director is a natural step as we nurture leaders who push our vision further and shape our next chapter.”
