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IPG Mediabrands appoints Isobar China’s Dr Grace Liu as CEO of Reprise Australia

Dr Grace Liu, formerly chief executive officer of Dentsu Aegis Network’s Isobar China, is moving to Australia to lead  IPG Mediabrands’ digital experience agency Reprise.

Dr Grace Liu was previously based in Shanghai

Liu’s departure from Isobar China follows the agency’s recent restructure, which saw Alvin Huang promoted from managing director to China Group CEO, replacing Jane Lin-Baden, who took over the Asia-Pacific role.

She previously led Isobar China’s two mainland offices, across Shanghai and Beijing, having first joined the company in September 2016.

IPG Mediabrands described Liu as a highly respected international business leader, with Australia CEO Danny Bass flagging that the appointment marks a shift in direction for the company.

“Grace’s acceptance of our offer to be CEO of Reprise Australia represents a step-change in our digital leadership and vision for the Reprise business, its clients and the broader Mediabrands group,” he said. “She has some of the strongest credentials I have seen as a driver of engagement across digital channels and her skills will further energise our very successful Reprise business.”

Liu acknowledged the transition IPG Mediabrands went through last year, and told people to “watch this space”.

“Mediabrands Australia has been through a massive transition in 2017. In meeting with the group’s senior management, I have been so impressed by the focus on how client success is implemented and measured. It’s an impressive operation and I am so keen to get started with the Reprise team.”

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