DDB makes Shanghai global creative centre, led by Amir Kassaei

John Zeigler, chairman and chief executive of DDB Group Asia-Pacific, India and Japan, said that the initiative, which will see chief creative officer Amir Kassaei move from New York, means that China is now “the centre piece for our global creative work”.
 
“World-class brands are moving here, and they deserve world-class creative,” Zeigler said.
 
Chuck Brymer, DDB worldwide chief executive, described the move as one of the most significant in the history of the agency. “The world as we know it is changing, and our industry’s growth market is now without doubt the Asian region,” he noted. “There is no better time to set up our creative powerhouse in China.”

DDB Group Asia-Pacific now has four core regional hubs, Ziegler said: Hong Kong, Singapore, Sydney and Shanghai.

Kassaei told Campaign that his role will essentially remain unchanged, but that the development signals a refocusing of the whole DDB organisation. “If you want to progress and be at the forefront of the industry, you have to send signals,” he said. “This is not to say that other regions are losing importance, but it is a clear sign of how we believe the world and the industry will develop over the next few years.”

The region’s potential for growth is not just in terms of business, but also in achieving new levels of creativity, he said.
 
Kassaei replaced Bob Scarpelli as global chief creative officer in February 2011. He has been at DDB since 2003, when he joined the agency in Germany as chief creative officer and associate partner. He has since been responsible for award-winning work for the likes of Adidas, Allianz, Apple, Bosch, Coca-Cola, McDonald’s, Nike and Volkswagen.
 
The news follows the recent relocation of Zeigler from Australia to Singapore, and of Patrick Rona from London to Singapore to take on the role of chief digital officer for Asia-Pacific.