Siyuan Aw joins BBH China as Head of Strategy

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Siyuan Aw joins BBH China as Head of Strategy

BBH China has appointed Siyuan Aw as Head of Strategy. This marks Aw’s return to BBH China, where he previously spent two years as the Deputy Head of Planning. In his new role, he will be responsible for leading strategy on existing and new clients as well as developing new products in response to BBH’s growth in content, design and entertainment divisions.


Reporting into Christine Ng, CEO of BBH China, he will provide leadership to BBH’s strategy team, comprising of a mix of brand, digital, and data strategists.

Prior to joining BBH China, Aw (pictured) has held strategy roles with Saatchi & Saatchi and Ogilvy & Mather in London, as well as agencies in Singapore including TBWA/, Ignition Factory and Saatchi & Saatchi.

His career has seen him delivering innovative strategy work for high-profile brands that include Audi, Ikea, Google, Airbnb, Harbin beer, Dulux, British Airways, Singapore Airlines, Philips and Unilever.

Ng said, “Siyuan is a top-class strategist, who is great at marrying creativity, commerce and culture. Beyond his craft, he is the embodiment of the BBH culture and values. The agency has always been known for its strategic rigour and I am confident that Siyuan will propel us to new heights. We are excited to partner him in shaping BBH’s future.”

Aw said, “BBH China has built up a solid reputation as the industry’s black sheep. I’m proud to be a part of our stellar team of strategy, creative and business black-belts. At a time when digital and design are opening up new frontiers for brand communications, it’s wonderful to be strategically stepping up our game to, “Zag, when the world Zigs.”