ASIA-PACIFIC – CHINA, JUNE 18, 2012: McCann Worldgroup China appointed Ellen Hou as chief strategic architect & culture officer, Greater China effectev September 2012.
As part of the first generation of local planners in China, Ellen has 14 years of experience in strategy planning, across a wide portfolio of accountsincluding McDonald’s, Pfizer, Visa, Shanghai Volkswagen, Pernod Ricard China and TsingTao. Before joining McCann, Ellen was previously with TBWA/Greater China as Head of Planning, driving planning innovation and cultural understanding throughout the agency through key cultural studies, such as youth, women, luxury, Chinese values and made in China. Her leadership and strategic insight won a China EFFIE award for McDonald’s.
Based in Shanghai, Ellen will work closely with Jesse Lin, CEO McCann Worldgroup Greater China to sharpen our approach to strategic planningacross all Worldgroup disciplines. She will also be responsible for elevating McCann Truth Central China, the agency’s thought leadership unit, developing incisive studies and uncovering unique truths to help shape and grow our clients’ businesses.
Richard McCabe, regional planning director, McCann Worldgroup, Asia Pacific, said, "China is an increasingly important market for many of our regional and global clients. Ellen’s experience, ideas and deep understanding of how brands and consumers engage today will be invaluable in creating the best value proposition for our clients.”
