Cynthia Zhu joins FCB from DDB as head of strategy for Greater China

Zhu started in the role, meant to help foster the agency's repositioning, in June.

With more than 15 years of experience, Zhu brings client-management and strategic-planning skills from her previous roles as head planner in agencies including DDB, Leo Burnett and TBWA.

Zhu will articulate the agency’s strategic plan to both new and existing clients including Mondelez, Beiersdorf and Mengniu. She will also work on thought-leadership initiatives for FCB.

Edward Bell, Greater China CEO, said Zhu understands that in today’s diverse advertising world, "we need to ask clients what do they want to change, and start by addressing the business problem before looking at how to communicate with target groups.”

Zhu said she views the planning team as more than a think tank that provides routine strategic output for clients. "I see my role more as a business partner than just an advertising creator,” she said.