New faces to boost Ogilvy's creative offering in China

Kong executive creative director and associate executive creative

director respectively. In addition, the group's direct arm OgilvyOne has

made Rupert Sutton its new Hong Kong creative director.

Tranter and Cullen join from Batey Ads in Singapore. Sutton, who will

also creatively oversee the agency's internet subsidiary Ogilvy AsiaNet,

was previously creative director for Ogilvy parent company WPP in

London.

Tang will supervise O&M's Hong Kong creative function from his Beijing

base. The move concludes a two-year search for his replacement in Hong

Kong, according to Ogilvy Hong Kong group managing director and China

vice chairman Joseph Wang. Tang had effectively acted as ECD for Hong

Kong, in addition to his Greater China role.

"It's been a two-year search, looking across the network and around the

world. It's taken two people to replace him," said Wang.

He added that the appointment of Tranter and Cullen, who have already

worked for O&M Hong Kong on an undisclosed project, would give the

agency greater high-end creative clout. "Not only should we be big, we

should also be the biggest in terms of awards and creativity," he said.

"We have a lot of bright people here, but we haven't had enough senior

people.

We're upping the creative pace."

Wang said that Tang's move to Beijing signalled the agency's commitment

to improve creative quality on the mainland: "China is growing very

fast, and we need someone with the experience and wisdom of C.C. to do

China.

It's not difficult to grow there, but it's difficult for the creative

standards to keep up - and China really needs to up its creative

standards.

We've done well in Guangzhou, but we need to improve in Beijing and

Shanghai."