TVC Group has hired Francesca Ayala as a senior account director to grow the agency’s global offering in Hong Kong.
Ayala has accumulated 14 years’ worth of experience in content production, having worked as a journalist and a corporate communications professional before moving agency side.
She joins TVC from Text 100’s Hong Kong office following two years as a senior consultant, content, where she worked across a portfolio that included FedEx, Prudential Corporation Asia, SAP and China Telecom Global.
Ayala has been based in Hong Kong for the last eight years, where she has bolstered her specialism in activating creative content strategies for brands wanting to expand their presence in Asia. She has also worked for wholesale manufacturer Li & Fung Trading and as a columnist on The Philippine Star newspaper.
At TVC, she will be responsible for Singapore International Airlines, HSBC and Toray, as well as working closely with the APAC teams at TVC’s parent company The Economist Group. Ayala will report to Rachel Aeschliman, VP, global business development.
Ayala said: “Asia is such an exciting and important market for global brands and with advertising spend growing steadily across the region year-on-year, it’s important that companies work with partners who can help them understand and navigate through the nuances of the landscape.
“This is exactly the kind of work that inspires me and I’m excited to help bring TVC’s unique offering to the market.”
TVC Group's MD Becky McKinlay, said: “Digital marketing and content are exploding in Asia but the quality can often vary wildly. With Fran’s mix of experience and expertise we’re well placed to expand our services to the most inspiring brands in APAC.”