Anomaly Shanghai brings on board Nickel Lui and Simone Chen to lead the MINI account

February 23 2017, 12:09 pm | BY Lynchy | No Comments

Following the appointment of the MINI China business at the end of last year, Anomaly Shanghai has made two significant senior hires to lead the account.

Simone Chen (pictured right) joins Anomaly as Chief Content Officer. Since 2014, Chen was the Deputy Editor in Chief and Features Director of IDEAT magazine, one of China’s most influential design publications. During her tenure, she helped to establish the magazine’s design community platform, in addition to providing innovative and creative solutions to the magazines advertising clients.

Prior to IDEAT, Chen held positions at Nobleesse Magazine and Modern Weekly, as well as freelance writing for Elle Deco and AD magazine. Her deep understanding of design landscape, in addition to her breath of editorial experience will be invaluable as Anomaly develops a bespoke IP platform for MINI in China.

“I believe in the power of design to create a real impact on the way we live in cities” said Chen. “The opportunity to be part of creating a platform that could help promote that idea was too good to be true.”

Nickel Lui (above left) returns to Anomaly as General Manger on the MINI business. Lui previously led the Infiniti account as well as the Hershey’s account acquisition at Anomaly, and in turn Mercedes Benz’s new generation compact cars line up at Jung Von Matt/Tonghui Beijing, where he was regional Account Director. Lui will bring to bear his intimate knowledge of the automotive industry in China.

 “I’m thrilled to be back at Anomaly once again,” said Lui “Anomaly is a one of a kind agency, and MINI a one of a kind brand. It’s going to be exciting times ahead”.

Both Chen and Lui will work alongside Elvis Chau, Partner and ECD at Anomaly Shanghai.

 “Both Nickel and Simone demonstrate our continued commitment to bringing on board the very best talent from different backgrounds, enabling us come up with innovative solutions to our clients business problems” said Chau.

These latest hires follow in the steps of Aroma Xie, formally of Vogue China and Modern Weekly, David Xiao who joined via J&J, Diageo and TNS, both who joined last year.