Mindshare has hired Alfred Cheng as Deputy Leader for its Hong Kong operations. Cheng will also lead the HSBC team.
Cheng has over 20 years of agency experience in Hong Kong. He joins Mindshare from Starcom MediaVest, where he was Regional Director on Richemont (which owns 15 luxury goods brands). In the course of his career, Cheng has worked on clients such as Citibank, Sony, DHL, Colgate-Palmolive, Campbell’s Soup and more.
Mindshare has hired Cheng to front its adaptive strategy and also to take the HSBC team to the next level by diversifying the agency’s offering to the client. This move was made following the recent global HSBC review won by Mindshare for media planning and buying.
Commenting on the new appointment, Paul Gibbins, Leader of Mindshare Hong Kong said, “Alfred has previously worked in another GroupM agency, so it’s good to have him back in the family. He’s got category and industry experience, has worked on both regional and local clients and is an experienced team leader. I am confident he will be able to leads the HSBC team to even greater heights.”
Mindshare has worked with HSBC for over seven years in Hong Kong. In a recent campaign, ‘Dine and Fly’, HSBC pioneered an adaptive search campaign by leveraging Yahoo! data – the first adaptive search campaign ever done in Hong Kong. This campaign revolved around user-generated search queries on the Yahoo! engine.