TBWA micro-network BEING launches in China

BEING has extended the fully integrated brand communications consultancy to China.

BEING is the newest offering in a micro-network that exists within TBWA. It is headquartered in Paris, with additional offices New York, Los Angeles, London, Doha, Seoul, Lille, Lyon, and now Shanghai.

Shel Liu (pictured on right) joins the agency as General Manager and Colin Lee (pictured on left) is appointed Group Creative Director, both based in Shanghai. BEING China launches as an integral part of the TBWA\Greater China Group, initially staffed with 35 people and an impressive list of both global and domestic clients including AIA, Bosch, Vivo and Tsingtao.

BEING leverages the power of multidisciplinary thinking, focusing on innovative and integrated solutions for brands. By developing big creative ideas that guide brand behavior across all media channels, the agency leads brands to a better way of being.

“I am thrilled to announce that we’re officially opening BEING in Shanghai,” said Nicolas Bordas, President of BEING Worldwide. “As a world-class agency network, a strong presence in China is a priority for us.”

Bordas added, “I firmly believe that under the leadership of Shel, BEING China will be hugely successful in guiding both global and domestic clients in disruptive brand behavior. I look forward to supporting BEING China as it continues to grows and prosper.”

“BEING is committed to developing long-term relationships with all our clients. We’re definitely off to a strong start and will continue this momentum going forward,” said Liu, who previously worked with key global brands such as Standard Chartered Bank and VISA as Business Director at TBWA\Shanghai.

Liu added, “As brand behavior experts, BEING has a unique approach in bringing creative solutions to a highly challenging market such as China. It all starts with ‘Disruption’ and the ‘Brand Belief’, which leads to the ‘Big Idea’. Our Media Arts strategy is critical to the success of the brands we work with. We think integrated from the outset.”

Ian Thubron, President of TBWA\Greater China, commented, “BEING is a fantastic offer and particularly suited to the unique Chinese market. Increasingly, clients are frustrated with having to work with a plethora of agencies. BEING, which already employs talented specialists across account servicing, design, creative and planning, offers an entire range of integrated Media Arts solutions for clients. Shel, Colin and the rest of the team in China are very much a new breed of agency leadership.”

Pictured from left to right

Ian Thubron – President, TBWA\ Greater China Group