Ogilvy China restructures leadership as agency undergoes a ‘new chapter’

Ogilvy China is to become the first Asian market to implement the agency’s global ‘Next Chapter’ strategy as part of a bid to “make brands matter”.

The brainchild of chairman and global chief executive officer John Seifert, the new structure will unify all of the agency’s divisions, including its creative, digital and public relations arms, into one single Ogilvy brand.

The move has led to a number of changes at China’s leadership level. OgilvyOne Hong Kong managing director Sheilen Rathod will move to Shanghai in September to become president of customer engagement and commerce for China. He also briefly led OgilvyRED, the agency’s consulting practice.

Sheilen Rathod

In Shanghai, Yong Yuan and Ella Chan were both promoted to group managing director, jointly managing the Shanghai office and reporting to Debby Cheung, president of Ogilvy Shanghai.

Thomas Zhu has been promoted to group executive creative director working alongside recently-hired Cheeguan Yue.

Meanwhile, Angela Chou was promoted to managing director of the soon-to-be-opened Ogilvy Shenzhen office.

Angela Chou

“We are very excited to finally launch this new structure in China,” said Chris Reitermann, CEO of Ogilvy China and Co-CEO of Ogilvy APAC. “It will allow us to focus in much greater depth on our clients’ business while allowing our staff to have greater exposure across a wide range of skills and capabilities. We believe that brands need a new and more integrated model with the most modern specialist capabilities, which we are able to deliver through this new structure.”

Commenting on the Shanghai launch and key appointments, Debby Cheung, president of Ogilvy Shanghai, said: “It is a well-deserved promotion for Yong and Ella, who have always been comrade-in-arms in growing our business in Shanghai.

“They are both sought-after talents who are close to our client’s business and understand modern marketing. Their joint leadership, and the new One Ogilvy set up, will enable us to unleash Ogilvy’s full power and potential, which in turn will bring our business and reputation to new heights.”


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