Chen joins Momentum as ECD Greater China

Charlise Chen has been appointed executive creative director at Momentum China, effective from this month. Chen will be responsible for driving the strategic creative direction of the agency (part of McCann Worldgroup) and delivering outstanding creative work across all offices in Momentum Greater China.

She replaces Canon Wu, who leaves the company in August.

Based in Shanghai, Chen will work closely with John J. Steere, president and regional director of Momentum Greater China, and oversee clients such as Nestle, China Telecom, NFL and Coca-Cola.

Her core strength lies in designing creative executions through the eyes of the shopper, understanding their preference and behavior in order to identify and overcome purchase barriers. From this she has created regional tools for deployment in various markets incorporating local adaptation. During her past working experience, she focused on integrated MDO campaigns, ATL, BTL, shopper marketing, Retail Design (including HoReCa & unconventional outlets), branding and packaging.

Commenting on Charlise’s appointment John Steere said, “Charlise’ adept understanding of shopper marketing, digital and the complexities of unifying the consumer/shopper path to purchase will ensure we continue to move forward in our mission of aligning ourselves with the needs of the consumer and delivering engaging content for our clients and their brands. I’m excited for her to be partnering with Martin Lee, new ECD for McCann Worldgroup in China.”

Speaking of her new role, said Charlise Chen, ECD of Momentum Greater China, “The China shopper landscape is aggressively evolving, and with Chinese shoppers becoming more discerning, the role of brands has become increasingly more important when it comes to influencing purchase decisions.”

“Shoppers have a greater choice on how and where they shop nowadays – at home, in-store, online, or via mobile devices; anytime, anywhere, ” added Steere, “Consequently, retailers and brands have to be a lot clearer on why we should choose them and what is the specific value they provide. They need to speak with authenticity and true meaning.”

Chen has 14 years’ experience in the industry serving with various international agencies, including G2 in Malaysia, Vietnam, Hong Kong, Shanghai, and Saatchi & Saatchi X China.  Charlise joins Momentum from Leo Burnett Singapore where she was creative director for all ASEAN regional accounts.