Currently CEO of FCB Shanghai, a global, fully integrated marketing communications company. At FCB, we take pride in the power of creativity to change consumers’ behaviours. To date, I have over 20 years of experience in the advertising and communications industry. Before joining the FCB family, I was the Group Account Director at J. Walter Thompson China for six years. During my tenure, I worked on major communications campaigns for health and beauty brands such as Johnson & Johnson, Unilever and Bayer Consumer Healthcare. Prior to being an account director at J. Walter Thompson, I was also with Saatchi & Saatchi and Ogilvy & Mather.I believe that every great communication campaign’s charisma comes from whether it can change consumers’ behaviours. This is especially crucial in this new era of the explosion of infinite and fragmented information.In order to do so, it is vital for communication professionals to be focused on generating a single-minded, strong and unique idea for the brand, which would in turn unleash its power through a direct prompt of behaviour change. This can be done by leveraging on new media, technology or formats.