TBWA has launched BEING China, extending the fully integrated brand communications consultancy to one of the most important advertising markets in the world. BEING is the newest offering in a micro-network that exists within TBWA. BEING China launches as an integral part of the TBWAGreater China Group with a list of both global and domestic clients including AIA, Bosch, Vivo and Tsingtao.
“I am thrilled to announce that we’re officially opening BEING in Shanghai. As a world-class agency network, a strong presence in China is a priority for us,” said Nicolas Bordas, President of BEING Worldwide. Shel Liu joins the agency as General Manager and Colin Lee is appointed Group Creative Director, both based in Shanghai.
“BEING is committed to developing long-term relationships with all our clients. We’re definitely off to a strong start and will continue this momentum going forward. As brand behavior experts, BEING has a unique approach in bringing creative solutions to a highly challenging market such as China. It all starts with ‘Disruption’ and the ‘Brand Belief’, which leads to the ‘Big Idea’. Our Media Arts strategy is critical to the success of the brands we work with. We think integrated from the outset,” said Liu, who previously worked with key global brands such as Standard Chartered Bank and VISA as Business Director at TBWAShanghai.
BEING leverages the power of multidisciplinary thinking, focusing on innovative and integrated solutions for brands. By developing big creative ideas that guide brand behavior across all media channels, the agency leads brands to a better way of being. Bordas added, “I firmly believe that under the leadership of Shel, BEING China will be hugely successful in guiding both global and domestic clients in disruptive brand behavior. I look forward to supporting BEING China as it continues to grows and prosper.” BEING is headquartered in Paris, with additional offices New York, Los Angeles, London, Doha, Seoul, Lille, Lyon, and now Shanghai.