Beijing : Ogilvy & Mather Group China has announced that Peony Wu has been appointed to the newly created position of Chief Digital Officer, Ogilvy & Mather China and will oversee the Group’s cross-discipline, cross-market Digital Council as part of her role. Working closely with Shenan Chuang, O&M Greater China CEO, Peony will ensure that the digital transformation happening in the industry is front and center in all disciplines and across China markets. She will continue to be based in Beijing.
In addition to her new responsibilities, Peony will continue to serve as Managing Director, Neo@Ogilvy Greater China, with responsibility for streamlining and strengthening the digital and direct media agency’s operations across mainland China, Taiwan and Hong Kong.
“As we continue to transform ourselves, we have to be clear about one thing: what we do for our clients has not changed and will not change. We are still in the business of building and transforming brands, building reputations, generating leads, and so forth. How we are doing it, our tools, and how our audiences communicate however, has been changing rapidly and will never be the same. Peony’s appointment and the creation of the China Digital Council will help keep us at the forefront of this change,” said Shenan Chuang, CEO, Ogilvy & Mather Greater China.
As head of Ogilvy China’s Digital Council, Peony will partner with a diverse group of leaders from all Ogilvy China operating companies who will be responsible for developing new digital offerings and ideas for clients and recruiting the best digital talent in every discipline and office.
Commenting on her new position, Wu said, “The digital evolution is happening across all disciplines and client sectors. It concerns everybody everywhere in our agency – whether they are in advertising, one-to-one, public relations, activation, healthcare or production. My new role and the Digital Council give us a platform for sharing opportunities to create multiple channel, multiple touch point campaigns that fuel the growth of clients’ businesses and strengthen their competitive edge in the digital present and future.”
Prior to her return to the Ogilvy Group in July 2009 as Managing Director of Neo@Ogilvy, Greater China, Peony held the position of Vice President, OgilvyOne China until mid-2007. During her previous six years with OgilvyOne she helped chart the agency’s strategic direction across markets, developed digital and CRM offerings and managed key accounts. In addition to her time at Ogilvy, Peony was also Regional Marketing Director at Motorola Asia Pacific where she oversaw Interactive Marketing teams that developed and implemented branding and new customer acquisition strategies.
The creation of the Chief Digital Officer role and Digital Council in China follows the December 2010 appointment of Brandon Berger as Global Chief Digital Officer, a new position based in New York, and the creation of a Global Digital Council reporting to CEO Miles Young, indicating O&M’s global commitment to transforming the Group in the digital era and embedding digital into every discipline.