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Leo Burnett Shanghai picks Grey’s Haidong Guan as chief strategy officer

Leo Burnett has appointed Haidong Guan as chief strategy officer of Leo Burnett Shanghai.

Guan joins the agency from Grey Group China, where he was executive planning director. He has also worked at McCann, BBH and J. Walter Thompson.

As part of the newly created role, he will lead the planning team to drive the agency’s so-called ‘HumanKind’ creative approach.

His appointment follows the promotion of Angie Wong from general manager to managing director in March. She said: “Strategy has been the secret weapon behind many great ideas. The HumanKind strategic approach is also one of our core strengths. As our business grows, we need a strategic catalyst that is taking us to a higher level.”

“Haidong is an expert in consumer research and strategic analysis. He believes that great ideas and effective communications originate from a unique insight into the target audience. I believe he will drive our HumanKind philosophy to be acknowledged by more people in and out of Leo Burnett.”

According to Wong, the new management committee will work on three major areas: flatten its Shanghai office’s organisational structure; simplify the working process, and strengthen the collaboration between departments.

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