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Tab Jethro Lai named Managing Director, The Brand Union, Shanghai

1 August, 2013

Tab Jethro Lai

SHANGHAI — The Brand Union, Shanghai – part of The Brand Union's seven office network in Asia – has announced the promotion of Tab Jethro Lai to Managing Director, Shanghai with immediate effect. Lai joined The Brand Union Shanghai in January 2012 as client services director, where he led projects for KSF Holdings, Joy City/COFCO, Infinitus and SPD Silicon Valley Bank.

Monica Lee, CEO, The Brand Union China, said: "Shanghai's importance has long been the foundation of The Brand Union's success in China and the hub for our consumer branding expertise. Tab's appointment as our Managing Director for this key office helps secure a vibrant future, as we continue to help Chinese brands expand their reach both domestically and overseas, as well as help international brands land successfully in China. His vast marketing experience and expertise in dealing with our most senior clients in fast-moving, complex businesses proves his ability to match client expectations with our ability to deliver.”

This is a natural promotion for Lai, but it is also a very exciting and challenging one. Lai will now be directly involved in the finances and general management of the Shanghai business as part of The Brand Union’s Greater China offer. Mauro Marescialli is at the helm as Managing Director, Beijing. In Hong Kong, Benedict Gordon leads as Managing Director at The Brand Union’s longest-established office in China. And together with Juan Tan, Executive Creative Director for China, and Amy Lee as Finance Director for all three offices, The Brand Union boasts a formidable team to grow its China business.

“I’m very excited to be taking on this new role, and leading our dynamic, talented and passionate team here in Shanghai,” Lai said. “We are proud of the strong partnerships we have formed with both our Chinese and international clients, and are committed to developing the unique and lasting experiences that define their brands.”

Alan Couldrey, The Brand Union CEO, Asia-Pacific said: “With Tab's new role in Shanghai we now have a truly complete team for China. Monica sets the pace and helps our client and industry interaction at the highest level. Then in each of three cities we have the best possible management team. I have every confidence in Tab's ability to help take this role to the next level."

Prior to joining The Brand Union, Lai was the strategy and managing director for KRW Visualution, where he led branding and communication projects for clients including Tangula Luxury Train, Sinopharm, Shanghai Tobacco and Millennium Star Jewelry.

Lai was born in Taipei and holds a MBA from the University of Leicester (UK) and a Chemical Engineering degree from MingChi Institute of Technology (Taiwan). In his spare time Tab is passionate about filmmaking, art and Chinese tea, and has participated in film production and scriptwriting, as well as various tea events around Asia.

About The Brand Union
Established in 1972, The Brand Union, a WPP agency and affiliate of Ogilvy & Mather China, is a world-class global branding agency with 23 offices worldwide, including Shanghai, Beijing and Hong Kong.

The Brand Union combines the world’s leading branding methodologies with local knowledge to help Chinese and international companies to develop powerful brands in China and overseas.

The Brand Union’s clients in Greater China include leading companies such as The Alibaba Group, KSF Holdings, COFCO, Legend Holdings, SPD Bank, Minsheng Bank, ENN Chemical, Me    ngNiu Dairy, Bank of America, Prudential, Reckitt Benckiser, Fonterra and Unilever Food Solutions.

For more information, please visit  

Press Contact
Sarah Guldin
Corporate Communications
Ogilvy & Mather China
T +86 10 8520 6552

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