SINGAPORE – OMD has appointed Jian Yang as Global Strategy Director for Transformers – Hasbro’s largest franchise. In his new role, Yang will drive deeper business results by developing communication strategies connecting the brand (including toys, licensed merchandise, TV series and movies) to consumers across the globe. In addition to his new role, Yang will be the Business Director for Hasbro Singapore’s account at OMD.
Yang brings with him over 14 years of experience in creative and media agencies across Singapore and the Middle East, and has been credited with kick-starting the social media strategy and execution for many brands including Hasbro Singapore, achieving multiple media firsts for the brand. Prior to his new appointment, Yang held the position as Director of Strategy at PHD Singapore for over three years.
“Jian’s contribution is essential to the Hasbro account because of the insights he contributes to 40+ markets working on the business. He is unique because of his understanding of the category – Jian is a world-renowned toy collector and valuation expert. Add to this that Jian has a background in strategic planning in both creative and media agencies and it’s very clear why his contribution is so valuable to OMD and to Hasbro,” said Mainardo De Nardis, CEO, OMD Worldwide.
Chloe Neo, Managing Partner at OMD Singapore said, “Jian has done an excellent job of interpreting and understanding Hasbro’s target audience. An ideas-driven professional, Jian’s flair for innovative campaigns will value-add to the expertise of the global Hasbro team. I am confident that he will propel the brand to greater heights in his new position.”
“This is a very exciting opportunity for me, given my lifelong appreciation and passion for collecting toys. I look forward to translating my passion into my new responsibilities, driving Hasbro to further excellence,” said Jian.
Yang’s appointment is effective immediately and he will report to Chloe Neo, Managing Partner of OMD Singapore and Collin Douma, Global Account Director at OMD New York, and will be based out of OMD’s Singapore office.
