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Y&R China appoints Bo Deng as Group Creative Director

23 May, 2012


SHANGHAI — Charles Sampson, Y&R Greater China CEO and Nils Andersson, Y&R Greater China chief creative officer, today announced the appointment of acclaimed art-director Bo Deng as Group Creative Director, Y&R Shanghai.

A native of some town you probably never heard of in China, and also southern California. Bo Deng is a seasoned creative that literally just got ‘Shanghai-ed’.

Convinced he's found the best shop in the world, Bo returns to Asia for the second time, having committed himself to Y&R Shanghai.

“Shanghai, indeed China as a whole, is one of the most exciting places to be at the current time. And Bo Deng is one of the most exciting creative talents around, personifying the vibrancy and energy of the city he’s chosen to call home with Y&R,” commented Y&R Greater China Chief Creative Officer Nils Andersson.

Before joining Y&R, Deng dabbled with a variety of agencies to find his true calling.
He's worked with Goodby Silverstein & Partners SF, AKQA SF, Team One Los Angeles, Deutsch Los Angeles, and BBDO Beijing, across a variety of clients including Lexus, Mercedes-Benz, VW, YouTube, HTC, Sprint. And he’s launched some major campaigns - the Lexus 2012 rebrand, YouTube identity refresh, and Superbowl VW 2012 to name but a few.

After graduating from Art Center College of Design in 2004, Deng left Los Angeles to pursue an advertising career in New York, and was soon referred to Ogilvy & Mather Beijing where he worked on the likes of Motorola, Redbull, Siemens and Airbus. He’s written scripts, made posters, and created ads. He’s written and art directed ‘China’s most expensive TV commercial in 2006’, (rumored to be currently ranked third in China’s history) and won that office’s first ever broadcast Clio. He continued his work at Saatchi & Saatchi Beijing where he produced notable work for Sony Ericsson and Toyota.

In early 2008 Deng returned to the states and worked for Mullen, Boston where managed to push out award-winning work for Panera Bread, The Grain Foods Foundation, and New England Aquarium.

2009 saw Deng move to San Francisco to join Cutwater. While there, he helped launch global campaigns for Persol, Ray-Ban, and BNP Paribas. His biggest accomplishment there was turning three pictures of Steve McQueen, purchased by Persol, into an internationally recognized major campaign push. He also was responsible for littering the internet with hipsters wearing Ray-Ban themed t-shirts at SXSW 2010.

Deng enjoys design, photography, and generally crafty things. Anything from silk screen posters to Hasselblad cameras, a webpage, an abandoned ticket stub, if they’re made with care, he’d be into it. He appreciates brutally honest opinions, good stories, and dry, self-deprecating jokes.

Media enquiries:
Magz Osborne
Regional Communications Director
Y&R Asia
Tel: +65 6671 3106
Mobile: +65 9029 9271

About Y&R
Y&R is one of the world's leading global marketing communications companies. The agency’s work spans the communications spectrum and reflects the transformation that digital has driven across all media. We bring together the most experienced and most passionate leaders in strategic planning, channel planning, digital proficiency, and creative to create exceptional storytelling campaigns that build strong connections between our clients and their customers all around the globe.

In the past few years, the agency’s work has gained strong recognition by the industry. Y&R moved up to #6 from #14 on the Gunn Report and RKCR/Y&R is #1 in the U.K. and ranks #5 on Gunn's most awarded agency table. In 2010 at Cannes, Y&R was the #3 network worldwide. Y&R New York was the most awarded in the U.S. and #2 worldwide. The agency was also Network of the Year at the Art Directors Club, London International Awards and EPICA. This past year, Y&R added Network of the Year honors from the Dubai Lynx Awards to its credits and held on to the #1 ranking at the Art Directors.

Y&R has 186 offices in 90 countries around the world. Its clients are some of the world’s most prestigious global brands, including Virgin Atlantic, Xerox, Revlon, Beeline, Campbell’s Soup Company, Colgate-Palmolive, Danone, GAP, Land Rover, MTV, LG and Telefonica, to name a few.

About Y&R Asia
The Y&R Asia network is headquartered in Singapore and has offices in China, Hong Kong, Japan, the Philippines, Vietnam, Indonesia, Thailand, India and Malaysia.

The Y&R Philosophy – Resist The Usual
We are united around a single mission: To Resist the Usual. This philosophy is at the heart of everything we do – our approach to business, our creative product, client relationships, our people. We live to innovate, to differentiate ourselves and our clients.

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