Evan Zhang Email & Phone Number

Shanghai, China

Leading and securing new business: Successfully spearheaded initiatives that resulted in key client acquisitions, including Lynk&Co, Manulife, HSBC etc.Driving brand strategy and ideation: Played a pivotal role in crafting strategic brand plans and co-generating core creative concepts for clients such as Lynk&Co, Manulife, Power Dekor(The No.1 floor brand in China), HSBC and Fisher-Price.Facilitating co-creation and training: Designed and led impactful co-creation workshops and training sessions, enhancing client collaboration and strategic alignment with companies like Alibaba, Lynk&Co, and Manulife.

Shanghai City, China

Strategic Integration of Communication: Oversaw dual disciplines within both Ogilvy Advertising and Ogilvy Digital, orchestrating a cohesive marketing communication strategy for six tea brands under the Master Kong umbrella.Senior-Level Client Engagement: Engaged proactively with the client's executive leadership, including the Chief Marketing Officer and Vice President, ensuring strategic alignment and fostering strong partnerships.Cross-Functional Team Leadership: Directed and coordinated efforts across three distinct teams—planning, creative, and account management—to achieve integrated and innovative campaign outcomes.

Shanghai City, China

Business Growth and Financial Achievement: Collaborated closely with the CEO and core leadership team to expand existing client relationships and secure new business pitches, resulting in a doubling of agency revenue from 2012 to 2014 and a significant increase in employee numbers from 35 to 70.Account Expansion and Product Launch Success: Transformed the Ferrero account from a digital-only focus to a fully integrated one, encompassing TVC, Digital, Activation, and Social media. Additionally, secured new product launch projects for Ferrero China, including the relaunch of Raffaello and Rondnoir.New Business Acquisition: Spearheaded successful new business pitches, bringing on board clients such as Nivea, MetLife, and Fiat.Agency Culture and Leadership: As an active member of the China leadership team, I was instrumental in cultivating the agency's culture through initiatives like the Bi-weekly Creativity Show and Open Planning sessions.Strategy Planning Team Development: Led the strategy planning department, providing mentorship and supervision to a team of 10 planners with diverse expertise, including branding, digital, social, analytics, research, and e-commerce.Social Media Innovation: Headed the SocialHub business unit, offering social marketing solutions tailored for both local and regional clients, with a focus on creatively developing strategies for key platforms such as WeChat and Weibo.

Shanghai

Senior Client Management and CEO Reporting: Directly managed relationships with the most senior client personnel and reported to the CEO, ensuring strategic alignment and effective communication.Brand Evolution for Buick: Immersed in understanding the emerging middle class in China. Leveraged their "new success" insight to propel the core brand idea forward, amplifying it through diverse car-line communications with provocative ideas and content. This strategic shift not only fortified Buick's leadership in the upper medium segment against competitors like VW and Toyota but also significantly narrowed the gap with premium brands like Audi, as evidenced by the increase in Buick’s Leading Brand Image index from 48% to 61% within two years.Planning Department Transformation: Transformed the Bates planning team from a mere "information-collector" to a catalyst for innovation and ideas, achieving this through several initiatives:1. Campaign Insight and Strategy Development: Led the development of key campaign insights and strategies, proactively owning all major presentations.2. Training Workshops: Facilitated training workshops for both internal and client teams, such as "How to Create Campaign Ideas" and "Car Campaign Playbook.”3. Thought Leadership Projects: Created projects to enhance the Bates planning reputation, such as "5 Insights by Friday," "Chinese Car Consumer Study," and "Chinese New Family Generation.

Brand Insight and Strategy Development: - Served as the Coke brand insight ambassador, reporting directly to the Chief Planning Officer of Leo Burnett Asian Pacific. - Pioneered innovative methodologies to capture the most relevant and inspiring local consumer insights, ensuring Coca-Cola's meaningful engagement in cultural movements. - Led the development of the new Coke Brand Idea in 2010, setting a new benchmark for brand engagement.Creative Collaboration and Campaign Execution: - Extended my role beyond strategy, actively collaborating with the creative team to co-create human-centric campaign ideas. - Co-led Integrated Marketing Communications (IMC) workshops involving senior clients and all Coke agency partners, fostering a cohesive approach to campaign development.Campaign Leadership and Success:1. Spearheaded and inspired numerous successful campaigns, including: - Coke's thematic campaigns from 2009 to 2011. - Coke's product intrinsic campaigns. - Coke's Chinese New Year campaigns from 2009 to 2012. - The 2008 Coke Olympic campaign. 2. Expanded my impact to Coca-Cola's Asian-Pacific region since 2010, leading projects such as the "Coke Refreshing Energy" and "Coke Zero Wild Fitness" campaigns, successfully executed across key markets including Mainland China, Thailand, the Philippines, Taiwan, Hong Kong, Singapore, Korea, and Japan.Client Recognition and New Business Acquisition: - The Leo Burnett planning team, under my leadership, earned the reputation as the best strategy and insight team among Coca-Cola's agencies in China. - Demonstrated strategic acumen and creative vision in leading and winning new client pitches for brands such as Skoda, Rayban, OPPO, and FIAT etc.

Shanghai

At W+K Shanghai, as one of the startup employees, I played a crucial role in the agency's early growth and development in China:Collaboration with International Offices: - Worked in close collaboration with W+K offices in the US and UK, fostering a global perspective and seamless integration of international strategies.Key Client Acquisition and Growth:- Instrumental in winning Nike as W+K's first client in China, marking a significant milestone in the agency's regional expansion.Cultural Impact and Creative Influence:- Deeply influenced by the creative ethos and culture responsibility championed by W+K and Nike, which inspired a commitment to doing good thing for society through innovative work.Strategic Contribution to Influential Campaigns:- Led and contributed to the development of several high-impact campaigns that have defined the Nike brand in China, including: - The iconic "Nike Just Do It" campaign. - The engaging "Nike Summer Hoops" campaign. - The globally recognized "Nike 2006 World Cup" campaign.

Supporting Key Campaigns:- Played a supportive role in the successful launch of SIEMENS home appliances, including the Washing Machine and Refrigerator in 2004, contributing to the team's efforts in establishing the brand's market presence.- Collaborated with the team on the positioning and launch of the Chevrolet brand, contributing to the crafting of a strong brand identity that resonated with the target audience.- Assisted in managing the positioning and launch of the Chevrolet Lavi in 2005, ensuring a successful market entry and consumer appeal.Aiding in Workshop and Creative Development:- Supported the SIEMENS 2004 POSM Workshop, helping to create impactful in-store marketing materials that boosted sales and customer experience.Contributing to Brand Guidelines and Visual Identity:- Participated in the development of the Chevrolet CI (Corporate Identity) Manual and Brand Visual Guideline, setting the standard for consistent brand communication and visual representation.