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Former IPG digital chief Prince Zhang to spearhead strategy for Ketchum in Greater China

Former IPG Mediabrands chief digital officer Prince Zhang has joined Omnicom-owned communications agency Ketchum to lead its Greater China operation.

In his role as chief executive Zhang will oversee Ketchum’s offices in Beijing, Shanghai and Hong Kong and spearhead its transformation to an integrated digital communications firm.

He will be based in Shanghai and report to Esty Pujadas, partner and president of Asia-Pacific, Middle East, Africa and Latin America.

Zhang spent almost four and half year at IPG Mediabrands, most recently as chief digital officer where, according to his LinkedIn profile, he led digital innovation, strategy planning, programmatic, mobile, search and social for Universal McCann and Initiative.

Pujadas described China a social-first market that is “leading the world”  with its rapid move from social content to e-commerce and “massive advancement in data and technology platforms”.

“Our growth in the market is inextricably tied to our transformation into a fully integrated marketing firm rooted in digital communications and commerce with specialization in growth sectors like automotive, food and beverage, technology, travel and hospitality, consumer packaged goods and retail,” said Pujadas. “With his extensive experience in digital innovation, agency development and entrepreneurship, Prince is exactly the right leader to take the helm in this critical market.”

Zhang, a self-described “passionate evangelist for digital marketing and communications” said Ketchum’s shift to become a communications consultancy – a strategy announced in May – paved the way for it to become a digitally focused, integrated agency.

“I am eager to partner with the Greater China leadership team to take the firm to the next level in the market,” he said in a statement.

Prior to his role at IPG, Zhang had spells as vertical sales director for Google, business development director for CNBC Asia Pacific and deouty generrakl manager at Chinese digital agency HYlink Ad.

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