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OMD hires Jian Yang to head global strategy on Hasbro’s Transformers franchise

Jiang YangMedia agency OMD has hired director of strategy for sister agency PHD Singapore Jian Yang to be global strategy director for Transformers – Hasbro’s largest franchise.

In his new role, Yang will strategy for connecting the brand across its various toys, licensed merchandise, TV series and movies to consumers globally. He will also be the business director for Hasbro Singapore’s account at OMD.

“Jian’s contribution is essential to the Hasbro account because of the insights he contributes to 40+ markets working on the business,” said Mainardo De Nardis, CEO, OMD Worldwide.

“He is unique because of his understanding of the category – Jian is a world-renowned toy collector and valuation expert. Add to this that Jian has a background in strategic planning in both creative and media agencies and it’s very clear why his contribution is so valuable to OMD and to Hasbro.”

Yang has 14 years’ experience in creative and media agencies across Singapore and the Middle East, and has been credited with kick-starting the social media strategy and execution for many brands including Hasbro Singapore.

Chloe Neo, Managing Partner at OMD Singapore said, “Jian has done an excellent job of interpreting and understanding Hasbro’s target audience. An ideas-driven professional, Jian’s flair for innovative campaigns will value-add to the expertise of the global Hasbro team. I am confident that he will propel the brand to greater heights in his new position.”

Yang’s appointment is effective immediately and he will report to Chloe Neo, Managing Partner of OMD Singapore and Collin Douma, Global Account Director at OMD New York, and will be based out of OMD’s Singapore office.

“This is a very exciting opportunity for me, given my lifelong appreciation and passion for collecting toys. I look forward to translating my passion into my new responsibilities, driving Hasbro to further excellence,” said Yang.

 

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