Tag: China

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.”

China – To preserve and revive a fading cultural tradition, TBWA Group China partnered with the Yangzhou Municipal Bureau of Culture, Radio, TV and Tourism to reimagine the iconic Qiao Bei (敲背) ritual—the traditional back-tapping massage—through a creative new campaign.

In recent years, there has been a growing interest in traditional Chinese culture, encouraging people to revisit and reflect on time-honoured customs. While art, craftsmanship, and cuisine are often celebrated, one lesser-known tradition—the Chinese bathhouse culture—has largely faded from public attention. This 1,200-year-old practice, deeply rooted in Yangzhou, was once an integral part of daily life.

As part of the campaign, the team introduced the world’s first “Towel Percussion” experience—an artistic and interactive reinterpretation of the Qiao Bei ritual. By using the bath towel as both a percussion instrument and a musical medium, the initiative aims to present the traditional practice in a form that is accessible and relatable to modern audiences.

The campaign features four original musical compositions built around Qiao Bei’s distinctive rhythms. “The Galloping of Ten Thousand Horses” pays tribute to Yangzhou’s past as a river transport hub, evoking the thunderous rhythm of horses in motion. “The Magpie Perches on the Plum Tree” draws from Chinese folklore, symbolising the arrival of joy and good fortune. “The Sound of Copper Coins” reflects the vibrant trading atmosphere of the Ming and Qing dynasties. Finally, “9, 7, 5” is a symbolic piece inspired by Chinese numerology and wellness traditions, where 9 represents clarity and completeness, 7 signifies a seven-day cycle of recovery, and 5 alludes to harmony through the five elements.

The campaign is currently live on social media platforms and includes the release of the four percussion tracks on major streaming services such as Spotify, Apple Music, YouTube Music, and TikTok, allowing wider audiences to engage with this reinterpretation of Qiao Bei.

Singapore – In a bid to sharpen its regional focus and unlock new growth opportunities, Club Med has unveiled a major restructuring of its Asia Pacific operations, including the consolidation of business units and key leadership appointments.

As part of its major restructuring, Club Med is consolidating its three existing Asia Pacific business units into two integrated entities: East & South Asia and Pacific (ESAP) and China. Effective May 1, 2025, this move aims to streamline operations and improve responsiveness in high-priority markets.

While the company maintains its collaborative “One APAC” approach, the revised structure is intended to reflect the unique business environments of ESAP and China, allowing for more targeted strategies and regional alignment.

“This move opens a new chapter for Club Med in Asia Pacific. By tailoring our regional structure around the unique strengths of China and ESAP, we are well poised to accelerate our expansion with a strategic focus. With empowered leadership and a shared glocal vision, Club Med now has even more agility to seize opportunities in key markets and reinforce our position as the worldwide leader in premium, all-inclusive travel,” said Henri Giscard d’Estaing, president of Club Med.

To lead the new ESAP unit, Club Med has appointed Rachael Harding as chief executive officer. In this role, she will oversee both commercial and resort operations, reporting directly to Gregory Lanter, deputy CEO of Club Med.

Harding will focus on navigating the evolving market landscape, delivering strong brand and customer experiences, and driving a growth strategy across both mature and emerging markets in the region.

Commenting about her new role, Harding explained, “This business transformation empowers us to scale with greater purpose and precision across the region. With a refreshed leadership structure, a robust resort pipeline and stronger regional integration, we are advancing our ability to deliver elevated, seamless guest experiences. The 2024 results clearly demonstrate ESAP’s significant growth potential for Club Med, and we are poised to capitalise on every opportunity this new phase presents.” 

The ESAP leadership team is also being strengthened with several key appointments. Cindy Beleau has been named vice president of revenue management for APAC, where she will modernise pricing strategies with digital and AI-driven tools. Sandrine Rossi steps in as vice president of operations and product, bringing over two decades of experience in resort strategy and operations. Anastasiya Kulish will now lead as vice president of Japan Resort Operations, focusing on reinforcing Club Med’s mountain leadership in Hokkaido.

Meanwhile, Michelle Davies, currently general manager Pacific, will expand her responsibilities to include ESAP’s new markets. Olivier Monceau will now oversee the meetings & events segment in addition to his leadership roles in Singapore and Malaysia. Lastly, Jerome Ferrie and Arezki Haddad will serve as chief financial officer and chief human resources officer, respectively.

In China, Andrew Xu will remain CEO of Club Med China and take on the additional role of deputy CEO of Club Med, with responsibility for global finance.

The ESAP region has steadily recovered over the past three years, driven by returning customers, new market growth, and expanded resort capacity in areas like Hokkaido. Key developments include the renovation of Club Med Phuket, planned upgrades at Club Med Bintan, and the upcoming opening of Club Med Borneo in Malaysia.

In China, Club Med welcomed over 260,000 guests in 2024, making it the company’s second-largest market. Since entering the country in 2003, the brand has grown its presence to include five Premium All-Inclusive Resorts, four Joyview Resorts, and two Urban Oasis properties. Moving forward, Club Med will focus on maintaining its position in the premium segment and supporting both outbound and inbound tourism.

China – Coca-Cola has brought back its iconic ‘Share a Coke’ campaign, launching a new China-focused initiative that features personality-themed bottles designed to spark fun and meaningful connections among friends and family.

Developed by WPP Open X and led by Ogilvy Shanghai, Coca-Cola’s latest iteration of the “Share a Coke” campaign introduces a new line of bottles aimed at resonating with Gen Z in China. The refreshed packaging features 20 distinct personas—such as “The Foodie”, “The Attention Seeker”, “The Introvert (I-Person)”, and “The Extrovert (E-Person)”—designed to reflect the varied identities and interests of younger consumers.

The campaign continues the brand’s tradition of using product design to explore themes of individuality and social connection. It invites Gen Z to express themselves and connect with othersrough light-hearted labels that speak to personality and shared interests.

To launch the initiative, Coca-Cola released a series of short videos and visual content depicting how bottles can act as conversation starters across different personality types—from close friends to total opposites. The campaign made its physical debut at the 42nd Weifang International Kite Festival on April 18, where the themed bottles were incorporated into kite displays as part of an interactive activation.

Additional out-of-home (OOH) installations are being rolled out in high-traffic areas such as subway stations, aiming to reach urban youth in everyday spaces. Meanwhile, online, the campaign is anchored by weekly interactive challenges co-created with social media platforms and Gen Z influencers.

On May 15, singer and brand ambassador Silence Wang released a video to announce the campaign’s rollout. Coca-Cola is also incorporating mixed reality (MR) elements into its content strategy to extend reach and keep engagement levels high throughout the campaign’s duration.

Originally launched over a decade ago with customised nickname bottles, “Share a Coke” marked a shift toward more personalised, socially driven marketing. This latest version seeks to reinterpret that approach for a new generation—prioritising identity, expression, and shared moments in an evolving digital and social landscape.

China – In celebration of ‘I Love You 520’ Day, global skincare powerhouse SK-II has unveiled a new campaign with iconic Asian rock band MAYDAY, blending music and beauty to honour love in its most genuine form.

The campaign features MAYDAY’s hit love song ‘First Love Once Again’, from their sixth Mandarin studio album ‘’Born to Love’, as the soundtrack to a short film that takes viewers on a kaleidoscopic journey through love. Framed as a playful yet reflective invitation, the film encourages audiences to embrace their personal love stories in celebration of 520 Day.

“We are thrilled to partner with SK-II. SK-II is the first beauty brand we as a band have partnered with in years. It comes at an extra special time for us, as 2025 is the year we are celebrating our 25th anniversary as MAYDAY. We wanted to give our fans something different and special to look forward to this time, this 520. We had a lot of fun filming this campaign,” shared Ashin, lead singer of MAYDAY.

“Not many people know this, but we have actually been fans of SK-II’s products for years—especially the brand’s Miracle Water. Our songs have always been about celebrating love authentically, and we are excited to be able to do this with SK-II,” he added.

As part of the campaign, SK-II has introduced a 520-Day Limited Edition “Heartbeat” Gift Set in China. The set includes a specially designed gift box with layered heart motifs, alongside the brand’s signature Facial Treatment Essence. The limited-edition bottle, containing over 90% PITERA™, is personalised with the handwritten message “You Are My Only One” by MAYDAY.

The gift set and customised essence will be available while stocks last from 8 May across SK-II’s official online stores and retail counters in China. A personalisation service will also allow customers to add their own messages, enhancing the gifting experience.

Helene Bellamy, global SK-II senior vice president and global brand leader, shared, “This year’s China ‘I Love You Day’, while most campaigns focus on the hottest and flashiest gifts, we wanted to shift the focus back to HER, challenging what has become the norm, and celebrate the real, authentic meaning of love – with a thoughtful gift that celebrates loving you and only you.”

“MAYDAY is not only a music legend but a true icon of love in the eyes and hearts of our consumers. Their iconic love anthems through the years have become synonymous with authentic celebrations of love. We look forward to our consumers sharing their unique love stories with their one and only this 520 with SK-II as #1 Gift and MAYDAY,” she added. 

China – LUX, together with VML Singapore, has unveiled a new campaign that challenges deep-rooted naming traditions in China—encouraging women to reclaim their identity by creating meaningful, modern names that celebrate who they truly are.

As part of the campaign, LUX and VML Singapore launched ‘Reclaim Her Name’, a digital tool that allows women in China to replace outdated, gender-biased names with alternatives that reflect modern values and personal empowerment. The tool, accessible via mobile apps WeChat, Weibo, and Rednote, uses AI to suggest new names based on the original—retaining key elements such as sounds and characters, but shifting away from regressive associations.

The initiative introduces the concept of “self-renaming”, a response to the enduring practice of assigning names that reflect traditional gender hierarchies. In China, it remains common for women to be given names that signify fragility, inferiority, or disappointment—such as Zhao Di (“I wish I had a boy”), Ya Nan (“Second to man”), and Sheng Nan (“Bear me a boy”). These names continue to reflect deep-seated gender bias, subtly reinforcing the idea that women are secondary to men.

Rooted in feminist history, the campaign draws inspiration from Nu Shu, a centuries-old secret script developed and used exclusively by women during the Song Dynasty. Created as a way for women to communicate and share their experiences in a male-dominated society, Nu Shu’s flowing, symbolic strokes form the basis for the campaign’s custom-designed “New Women’s Font”, which appears throughout the tool.

The name-changing process is designed to be interactive and intuitive. Users enter their current name and simply shake their phones to receive a new suggestion. If the result doesn’t resonate, they can continue shaking until they find a name that aligns with their identity.

By combining technology with cultural insight, ‘Reclaim Her Name’ offers a modern response to a longstanding issue—providing women with a means to assert agency over something as foundational as their name.

Marco Versolato, chief creative officer – WPP@Unilever at VML Singapore, said, “Inspired by an ancient, secret language created only for women, we’re rewriting sexist traditions to create meaningful new names that reflect the spirit of modern, dynamic women in China.”

Since its launch, ‘Reclaim Her Name’ has generated over 14,000 new names, reflecting growing engagement with the tool and broader conversations around identity and gender norms in China.

Judy Zu, global brand director at LUX, shared, “Each Chinese character is an alchemy of sound and symbol: the same strokes, rearranged, weave blessings or critiques. At LUX, we believe every woman deserves a name that becomes a mirror to her strength and a compass for her journey. Yet, even today, profound bias still lurks behind many women’s names. That’s why we created Reclaim Her Name: not just to rename, but to reignite. Because every woman can – and should – sculpt her identity unapologetically; just as characters transform with every stroke, so can we.”

Shanghai, China – Italian luxury fashion house brand Bottega Veneta has recently opened ‘A Poetic Conversation’, an interactive poetry installation at the Rowing Club, Shanghai. The installation, done alongside LePub Milan and LePub Singapore, features several thousand editions of the anthology ‘In Such a Staggering World’ (Yao Yao Huang Huang De Ren Jian) by Yu Xiuhua, arranged in a three-dimensional Bottega Veneta brandmark. 

Over the course of the day, members of the public can visit the installation and take home a copy for free.

For Bottega Veneta, Yu’s work is a powerful example of the self-expression that is integral to the brand’s founding values and ethos. Known for its iconic slogan ‘When your own initials are enough,’ the house has celebrated authentic individuality ever since it was established by a group of artisans near Venice in 1966. 

With a no-logo philosophy, Bottega Veneta designs never overburden with branding, but rather empower each wearer to be whoever they want to be. 

This ethos comes to life in ‘A Poetic Conversation’. As members of the public pick up their copy of Yu’s anthology, the Bottega Veneta trademark slowly disappears. What remains is the poetry and each reader’s response to it. ‘In Such a Staggering World’ becomes a companion on an individual journey, in the same way that Bottega Veneta bags adapt to the wearer as they move through their day and the world. 

Moreover, the special edition of ‘In Such a Staggering World’ also comes with a fold-out When your own initials are enough poster, as well as a bookmark featuring a new Yu Xiuhua poem inspired by the tagline. 

‘A Poetic Conversation’ will be Bottega Veneta’s second event this year with a prominent poet after the brand hosted a performance by Patti Smith during Milan Fashion Week. With a long history of engagement and advocacy across the arts, the brand identifies in poetry a freedom of personal expression and interpretation that resonates with its design philosophy. 

China – Starbucks China has launched its latest campaign celebrating its baristas and highlighting their commitment to craftsmanship, which sets the brand apart.

The campaign, titled ‘好好照顾每一杯’ (meaning “Crafted with care in every cup”), highlights what truly sets Starbucks apart—its passionate baristas. Bringing to life the dedication of Starbucks’ 60,000 baristas in China, the campaign showcases the artistry, craftsmanship, and care poured into every cup.

Developed by advertising agency Anomaly Shanghai, the campaign begins with a brand video centred on the mantra, “The last ten feet are in our hands,” emphasising the role of baristas in delivering care and precision in every cup.

This focus continues through a series of videos that showcase the craftsmanship behind each drink, from the precise pour of a Flat White to the measured shake of an Iced Shaken Espresso, offering a closer look at the skill and attention to detail involved.

To further elevate the campaign, Starbucks China invited its baristas to share their stories, accompanied by distinctive music and a personalised sign-off that includes their name. This initiative offers a behind-the-scenes look at their craftsmanship, highlighting moments that often go unnoticed by customers.

China – Publicis Groupe Asia Pacific has named Mickey Zhang as president of Publicis Media in China, strengthening its senior leadership team amid a period of strong growth momentum for the Groupe in the market.

In this newly created role, Zhang will oversee the development of Publicis Groupe China’s media capabilities and strengthen client relationships in a key market. She will also lead the expansion of the Groupe’s Connected Media proposition in China, integrating strategy, planning, commerce, omni-performance, influence, and CRM with a focus on identity-driven solutions.

Zhang will also lead initiatives to strengthen the Groupe’s partnerships and expand its presence in China. Her role will involve utilising AI solutions and data-driven insights to support the company’s client-focused strategy.

With this appointment, Publicis Groupe brings together its media agencies—Zenith, Starcom, Spark Foundry, and its middle platform—under Zhang’s leadership in China.

Zhang brings over 20 years of experience in branding, media, strategic planning, sales, and marketing. Before joining Publicis Groupe China, she spent three years at Shanghai Jahwa, where she held roles including chief marketing officer, general manager of the beauty and baby products division, and chief digital officer. She led strategies that strengthened the company’s branding, marketing, sales, and e-commerce operations.

Before Shanghai Jahwa, Zhang also spent nine years at GroupM China in leadership roles, including chief product and service officer, where she established services in e-commerce, social, audience insights, activations, and influencer marketing. She also held senior positions at Baidu, Google, and eBay, focusing on digital marketing solutions.

Speaking about her appointment, Zhang said, “I’m delighted to be part of the Publicis family! As a global leader in marketing communications, Publicis Groupe has been steadfast in its investment in scaling up and enhancing its capabilities and expertise in data, technology, media, and creativity to deliver outstanding value to its clients. It’s truly a privilege to have the chance to work with inspiring and passionate colleagues, as we continue to innovate and remain at the forefront in the field of media, creativity, and communications.”

Zhang will be based in Shanghai and report to Publicis Groupe Asia Pacific CEO Jane Lin-Baden.

“Our latest earnings report highlights 6.4% growth for China in 2024, outperforming the industry. It adds to our impressive 5-year track record of leading new business,” Lin-Baden said.

She added, “Mickey’s appointment is a strategic move to strengthen China’s senior leadership and embark on our next chapter of transformation. Her diverse experience across client, agency, and technology platforms sets her up to lead our Connected Media proposition, with access to our proprietary, cutting-edge products and solutions. Her expertise will undoubtedly enhance our commitment to our clients and strengthen our partnership with them.” 

China – Apple and Alibaba Group are reportedly forming a partnership that will integrate Alibaba’s artificial intelligence technology into iPhone services in China.

Alibaba Group chairman Joe Tsai announced the partnership during an interview with Jeffrey Katzenberg at the World Government Summit in Dubai, Bloomberg reported.

The report states that Alibaba’s technology will power the iPhone’s AI services in China.

“Apple has been very selective, they talked to a number of companies in China, and in the end they chose to do business with us; they want to use our AI to power their phones,” Tsai made the remark in the interview, as quoted by Bloomberg.

Tsai further explained that Apple has yet to roll out its full suite of AI features in China due to regulations that require the company to partner with a locally accredited firm.

In a separate report, Reuters highlighted that Alibaba’s Hong Kong-listed shares surged as much as 9.2% to HK$124.3, their highest level since January 2022. The stock later pared its gains, closing up 2.6%.

According to Reuters, the landmark deal puts an end to months of speculation about Apple’s AI strategy in the region, as the iPhone maker had been in talks with Chinese tech giants such as Baidu, ByteDance, and Tencent.

It remains unclear whether Apple’s partnership with Alibaba will follow a similar model to that of iPhones outside China, which use a combination of Apple’s proprietary AI and OpenAI’s ChatGPT.

This partnership is seen as a significant win for Alibaba, which is currently competing with major domestic rivals in China’s highly competitive AI market. It is worth noting that Alibaba has recently intensified its efforts in the AI race with the release of its Qwen 2.5 models, which the company claims can rival the leading open-source AI models available.