MullenLowe Group China launches hyperbundled agency, appoints Richard Tan as CEO

MullenLowe Group China unveils hyperbundled offering

MullenLowe Group China has restructured to create a “hyperbundled” digital and creative agency, appointing former DDB China chief executive Richard Tan to lead the new organisation.

The hyperbundled agency will integrate the MullenLowe China creative communications business with MullenLowe Profero digital business.

China is the third market to roll out the hyperbundled offering following the integration of the group’s operations and new leadership appointments in New York and London.

Tan will be responsible for managing the 230-person agency across three offices in Shanghai, Beijing and Chengdu.

He will be supported by MullenLowe China chief executive Fanny Yum and MullenLowe Profero Shanghai managing director Brian Leong, and Beijing managing director Alessandro Grena.

As part of the restructure, the group will shortly announce three new integrated planning directors as chief planning officer Baiping Shen, departs the company after nine years.

Tan will report to Vincent Digonnet, chief executive MullenLowe Group, North Asia, and chief executive MullenLowe Profero, APAC.

Digonnet said: “China is the most digitally developed market in the world, with Alibaba and Tencent spearheading rapid transformation of the whole business ecosystem. It is crucial in that environment to consolidate and strengthen our offering to lead business transformation.”

“Our clients understand the enormous value in bringing together creativity based on consumer insights, innovative media, technology, design, social, CRM and analytics — combined in a seamless model that builds brands while offering efficiency and clarity of purpose. Richard has the experience, the drive and a deep understanding of what makes China unique to lead that transformation," said Digonnet.

Richard Tan, chief executive, MullenLowe Group China said: “MullenLowe Group exists in essence to give our clients an unfair share of attention. Having spent two decades in this market, I understand that China requires a totally nuanced approach, so the consolidation of our China operations is about accelerating the growth of a business which is able to deliver both world-class creativity and transformative solutions for our clients.”

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