New managing partner at TBWA Shanghai, as Double Zhang joins the agency

Double Zhang has joined TBWA Shanghai as managing partner, having left her role as Carat Shanghai general manager in June of this year.

In a 15-year career she has worked with brands including Volkswagen, GM Shanghai, China Mobile, China UnionPay and Friso.

The announcement:

TBWA\Shanghai continues to invest and expand its ecommerce capabilities with the appointment of Double Zhang as managing partner.

Joanne Lao, chief executive officer, TBWA\Greater China: “China’s ecosystem is in constant change – it’s innovative, dynamic and fast moving. To be able to offer our clients the best marketing solutions, we need to continue to diversify and deepen our offering.

“Having Double on the team with her expertise in e-commerce content and Chinese digital platforms will bolster our capabilities for clients, to better address the challenges in this era of offline to-online marketing.”

Double will oversee several accounts including Siemens and Intel, as well as provide ecommerce and digital consultancy across all TBWA\Shanghai clients.

Having worked in the industry for over 15 years, she has partnered with renowned global and local clients such as Volkswagen, GM Shanghai, China Mobile, China UnionPay and Friso, with rich experience in client management, brand strategy and integrated marketing communications.

Before joining TBWA, Double worked at Carat China where she was responsible for building an e-commerce content team. Prior to this, she held senior account management and planning roles in leading creative and media agencies – including developing communications solutions that connect e-commerce and social.

Double Zhang said: “I’m delighted to join the TBWA team at a time of great momentum for the agency. With China’s unwavering appetite for e-commerce, it’s exciting to join an agency committed to developing innovative and unique opportunities for brands.

“I look forward to adding value and applying my knowledge and experience in providing solutions across the entire consumer journey.”

“China is not only the largest e-commerce markets in the world, it is also one of the most innovative and exciting. The platforms and operators are paving the way and setting a benchmark for the future of retail, globally,” added Lao.

At a regional level, TBWA has made several significant hires, which will complement and further deepen the knowledge bank and in-market capabilities of the Asia collective, these hires include; Steve Walls, Lars Bjorge and Oli Kunze.


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