W+K Shanghai’s Rob Campbell to leave agency for LA

Wieden+Kennedy Shanghai’s head of planning Rob Campbell is to leave the agency after seven years. The strategist and author of popular adland blog The Musings of an Opinionated Sod is leaving the agency next month for an as-of-yet unrevealed role in Los Angeles.

During his time at W+K, Campbell has handled strategy for clients such as Nike, Converse, Beats, Procter & Gamble, Chrysler and Disneyland Shanghai. He was also the leader of an incubator scheme for aspiring creatives called The Kennedys.

W+K Shanghai managing director Bryan Tilson said: “Rob has been an important part of W+K Shanghai over the last seven years and has played a big role in making this place great. We’re grateful to him for helping build strong strategic foundations for this office and believe he’s departing at a time when we’re stronger than ever. We sincerely wish him all the best in his new adventure in LA.”

Campbell joined first W+K from Sunshine, an agency he launched in Hong Kong, in September 2008. Prior to then, he worked on a six-month project for Google and has previously held the role of regional creative brand planning director for Y&R in Singapore.

Before moving to Asia, he founded and acted as creative planning director for creative agency Cynic in the United Kingdom and later in Australia. Known in the Asian industry for his irreverent sense of humour, Campbell was a speaker at Mumbrella 360 in 2013, where he gave a talk entitled ‘ Sadvertising, badvertising and madvertising’.

In another famous speech, Campbell called out Western media outlets for portraying the Chinese as “barbarians”.

W+K Shanghai has still to find a replacement for Campbell.



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