Former Publicis China veteran Chenghua Yang moves to M&C Saatchi aeiou

Chenghua Yang has been appointed as the CEO of M&C Saatchi aeiou in China. Yang is an advertising veteran having spent nearly 12 years with Publicis. He has previously worked for DYR, Ogilvy, Dentsu and an earlier three year stint with Publicis.

He will be based in Shanghai.

The announcement: 

M&C Saatchi aeiou has appointed Chengua (CH) Yang as its CEO in China with immediate effect. The multi award-winning industry veteran until recently, served as the CEO of Publicis Shanghai and Guangzhou for close to 12 years.

At M&C Saatchi aeiou, Yang will work closely with agency founders: Michael Liu and Tony Liu to continue the growth momentum and the strong creative reputation the duo have achieved over the past years.

Commenting on the appointment, Richard Morewood, CEO of M&C Saatchi, Asia, said: “We’re all absolutely delighted that CH is joining M&C Saatchi in China. His entrepreneurial spirit, a passion for spotting and developing talent, and a deep understanding of the unique China marketplace, makes him stand apart from the rest. We’re confident CH will continue the growth that Tony and Michael have achieved over the past 16 years.”

Added Tony Liu, founder and chief creative officer of M&C Saatchi aeiou China: “I am excited that CH has decided to join the agency as a partner and CEO. This is a beginning of a new chapter for M&C Saatchi aeiou and we look forward to more successes with CH in our team.”

Yang’s illustrious career spanning nearly 3 decades started with Ogilvy & Mather in 1987 in Taiwan, where he worked as the copywriter. He then worked with firms like JWT, D’Arcy and Dentsu, before moving to Publicis Guangzhou as the business director in 2002, managing clients like China Mobile, Cadbury’s, Yili milk powder and San Miguel among others.

In 2007, Yang was appointed as the general manager of Shanghai operations and in 2010, promoted to managing director’s position while adding Guangzhou office to his remit. In 2012, Yang took on the CEO responsibilities and managed the full scope of agency operations, growing the team from 60 in 2007 to 200 in 2018, and the agency portfolio to more than 40 clients.

Stated Yang: “The communication business of the future will belong to agencies like M&C Saatchi, which are smaller, faster, agile and understand clients’ business nature; at the same time, respect the value of brand and creativities. I am delighted to join this network of entrepreneurs and look forward to a new partnership with Tony and Michael.”

Michael Liu, founder and chief strategy officer of M&C Saatchi, aeiou China, said: “Knowing when to shift leadership is of paramount importance to founders. CH will strengthen our value to our clients in China and allow us to foray into new areas.”

Yang will be based in M&C Saatchi aeiou’s Shanghai office.

Source: M&C Saatchi aeiou press release


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