M&C Saatchi boosts China presence via new joint venture with China independent agency aeiou

Following a strategic review of its Greater China operations, M&C Saatchi announced today that it will be transforming the strength of its China presence by creating a new joint venture with successful China independent agency aeiou.

The new company will be called M&C Saatchi aeiou, and will combine the operations of both M&C Saatchi and aeiou in China, to create a new creative agency that will be competing with the biggest and best agencies in the China market.

The new company will be headquartered at aeiou’s offices in The French Concession of Shanghai, and will become the hub of M&C Saatchi’s operations across Greater China.

The founders of aeiou – the management team of Tony Liu and Michael Liu (pictured) – will take over the management of the combined operations with immediate effect. Tony Liu is appointed Executive Creative Director of M&C Saatchi aeiou, and Managing Partner of M&C Saatchi Greater China.

Tony Liu is one of China’s most respected creative leaders, having been Executive Creative Director of Grey China, BBDO Greater China, and Ogilvy & Mather Shanghai. His design work is collected by the Museum of Modern Art in the United States. In addition, he is one of only 25 creative people to receive the Creative Achievement Award for the Asia Pacific region from the New York Festivals.

He has also been a judge at Clio International, New York Advertising Festival, China International Advertising Festival, China 4A Creative Golden Seal Award, Longxi Award, Korean Busan International Advertising Festival and many more. In addition, he is Visiting Professor at Nanjing University.

Michael Liu is one of China’s most respected marketers. Born in North China, he came to Shanghai in 1993 to pursue his Master’s Degree before joining Unilever China where he worked respectively as the NEA/SEAA Regional Sourcing Manager, Senior Brand Manager and Marketing Controller.

He has 17 years of marketing experience, which includes being appointed as the marketing consultant for Tetrapak Client Services and invited by local conglomerates such as New Hope and White Cat as their retainer Brand Consultant. He is also an acknowledged trainer in the marketing and brand management field.

The pair launched aeiou in 2003, and today has more 60 staff in their offices working with a prestigious client list that includes major internal brands like La Mer, Montblanc, Shiseido Tsubaki and Cle de Peau Beaute, Heinz Long Fong, Sun Hung Kai and Shui On, plus strong local brands like K-Boxing, Hui Shang Bank, Tenwoo and Tianyou Dairy.

Michael Liu and Tony Liu will take over management responsibility of M&C Saatchi aeiou with immediate effect, and will report to the CEO of M&C Saatchi Asia, Chris Jaques.

In announcing the launch of M&C Saatchi aeiou, Jaques said: “Tony and I last worked together at BBDO, and I’ve always wanted to work with him again – he’s bloody brilliant. And Michael is one of the smartest business people I’ve ever met. This will is going to be something special.”

Adds Michael Liu: “We’re delighted to be joining forces with M&C Saatchi. Many companies have approached us over the years but few of them truly share our values. We are both entrepreneurial organizations, obsessed with creating ‘Ideas that Drive Growth’ for our clients. Tony and I are incredibly excited about this next phase in the exciting journey of aeiou in China.”