McCann Worldgroup ups digital offering in China

McCann Worldgroup has elevated its digital capabilities in China with the appointment of Nelson Chung to lead McCann’s Social Central practice and Mike Zeng as managing director of MRM Shanghai.

Multi-award winning Zeng (left), joins the agency with over 15 years’ experience in digital advertising and communications in China. Prior to joining MRM, Zeng was national head of digital at UM China, where he successfully diversified the digital offering across social, mobile and online video, working on accounts including Microsoft, Cathay Pacific and Burberry. Zeng is tasked with driving best-in-class analytics, insight and cutting-edge digital solutions across MRM Shanghai’s portfolio of clients.

Speaking of Mike’s appointment, Mark Cripps, Regional Director for MRM Worldwide APAC said: “I’m absolutely thrilled that Mike has decided to join us.  His passion for digital/direct, massive experience and unparalleled drive will, I’m sure, help us deliver our planned growth in Shanghai.”

Jesse Lin, CEO of McCann Worldgroup Greater China said: “With the world’s largest Internet base, China has the world’s most active environment for online consumer engagement, be that e-commerce, analytics or social. As we continue our digital journey, we believe innovative and integrated technology solutions will drive brand success.” 

As practice lead and ECD for McCann Social Central China, Chung (left) will work closely with Nick Handel, regional practice lead, to develop deep digital capabilities in all areas of social, including; brand storytelling, content strategy and simplification, event activation, PR, creative and technology.

“Social Central is the formalization of our network’s deep digital thinkers, designed to amplify our performance within the digital space. It will focus on creating social projects with identified prospects and exploring proactive social ideas for our existing clients across all disciplines,” Lin continued.

A highly active participant across China’s social media scene, Chung has introduced many famous unrivalled Japanese stars and celebrities into China with large success. He has also worked with a wide range of clients in Greater China, such as LAMBORGHINI, DKNY JEANS, Clarks ORIGINALS, Nike, Lomography China and Pernod Ricard China and Ferrari to develop their marketing strategies to engage with the Chinese consumer.

 “A great idea combined with the power of social media, built by collaboration, can shift perception and drive deeper engagement between consumer and brand,” Chung commented.

As indicated in the PwC CEO Survey marketers are continuing to increase advertising spend on social media. In the next five years, marketers expect to spend 19.5% of their budgets on social media, almost three times more than the current level.