Initiative, the culturally-driven media & marketing solutions agency within IPG Mediabrands, has announced the appointment of Gary Luo to the newly created position of Head of Communications Design Initiative China, based in Guangzhou. He will collaborate with Abby Wong, Chief Strategy Officer of Initiative Greater China, to boost the strategic offerings with Cultural Velocity at the core and roll out the best practice across Initiative’s clients.
With 18 years of marketing, media and digital experience, Gary has a proven track record of leveraging strategic approaches on communications planning and driving digital innovations to fuel brand growth across a variety of sectors especially FMCG, such as Mars Wrigley, Coca-Cola and McDonald’s. Most recently, he was Head of MediaCom Guangzhou office.
As Head of Communications Design, Gary will lead the creation of the connected communications design practice across key clients and sectors for Initiative China.
Working in collaboration with the Strategy and Partnership discipline leads, Gary will champion and steward the application of best-practice approaches, techniques and solutions for modern experience design through first-hand application on priority client assignments, projects and new business. He will focus on helping teams, clients and partners collaborate, develop, design and enact ideas that spread through best practice & innovative connections.
Karen Ho, CEO of Initiative China commented, “I am excited to welcome Gary to Initiative China team. At Initiative we believe Cultural Velocity is our key to achieving success for our clients’ business and growth. With Gary’s expertise in the connected communications design, as well as his in-depth understanding of the most dynamic market, we will create and roll out the best practice of comms design to all stakeholders of success with what matters to brand growth.”
In the meantime, Initiative has also announced the appointment of Aimee Hung as Head of Client Advice & Management to drive its Cultural Velocity proposition across Initiative’s clients. Aimee will be responsible for agreeing and managing the scope of work in all business areas with compliance, as well as ensuring the seamless communication among all stakeholders between clients and agency teams.
With 20 years of experience in integrated communications planning, Aimee joined Initiative in 2021. Since then, she has worked with a variety of clients including LEGO, Carlsberg, MSD, a2 and Bridgestone, and earned their trust with her client consulting and management expertise. Aimee is based in Shanghai.
Both Gary Luo and Aimee Hung will report to Karen Ho, CEO of Initiative China. Their appointments are effective immediately.
