GroupM appoints Milton Liao as South China client president and Greater Bay Area head

GroupM, WPP’s media investment arm, has appointed Milton Liao as client president for South China and head of GroupM’s Greater Bay Area (GBA) and outbound business.

Liao will report directly to Rupert McPetrie, CEO of GroupM China, and his new role takes effect immediately. In addition to this new appointment, Liao will continue overseeing Wavemaker Hong Kong’s clients and business.

Liao joined GroupM in 2015 and has held senior leadership positions at Wavemaker, including his most recent role as chief business officer for South China. His career spans companies like Leo Burnett, Heinz Infant Nutrition, and Amway, with extensive experience in marketing and management. Over the years, Liao has been a leader in driving Wavemaker’s growth in South China, particularly in navigating complex market dynamics and expanding the agency's client portfolio.

In his new remit, Liao will manage GroupM’s operations across South China, overseeing the network’s agencies—Mindshare, EssenceMediacom, Wavemaker, Nexus, and Choreograph—as well as GroupM’s investment capabilities. His mandate includes optimising client services, expanding GroupM’s client portfolio, and focusing on outbound business strategies, particularly for Chinese brands looking to expand internationally.

“The southern area has numerous opportunities and is at the forefront for Chinese brands venturing overseas. We have built a strong edge in providing integrated services for 3C, FMCG, tourism, and automotive brands and will continue to expand our client base. With a dedicated Greater China team that deeply understands Chinese brands, along with an unparalleled global network serving global top brands, we are poised to be the perfect partner for Chinese brands looking to expand internationally. I am excited for this new journey,” Liao said.

The GBA and South China region play a critical role in GroupM’s growth strategy as key drivers of China’s economic development. Comprising Guangdong, Hong Kong, and Macao, the GBA has become a major hub for technology, manufacturing, and international trade, offering a strategic gateway for brands seeking to scale globally. With Chinese brands increasingly targeting global markets, the GBA’s infrastructure and talent base provide significant advantages for companies looking to expand. Liao’s new remit will focus on helping these brands navigate the complexities of international business—addressing challenges such as cultural adaptation, localisation strategies, and positioning their brands effectively on the global stage.

“The South China region and the GBA hold a pivotal position in our growth strategy and helping more Chinese brands go global is our firm commitment. Milton is well-positioned to leverage his extensive industry expertise in this area, along with our diverse capabilities and talents in the Chinese mainland, Hong Kong, and the global network,” said McPetrie.

Liao will also lead GroupM’s efforts to provide more integrated outbound business solutions for its clients, ensuring better collaboration across the network’s agencies in South China. Key clients under Liao’s leadership include Mars Wrigley, GAC, Honor, Huawei, Darlie, and Melco.

Liao’s appointment comes amid a broader leadership reshuffle at GroupM. As Campaign recently reported Wavemaker China CEO Jose Campon, who has led the agency since 2021, will step down in 2025 to pursue external opportunities, with a successor yet to be announced. Meanwhile Jerman Zhang has been promoted to president of Nexus China, while Austin Winters will assume the role of president of Choreograph China. Both will report to Rupert McPetrie and join GroupM’s executive committee in China. In APAC, Helen McRae, CEO of Mindshare APAC, will expand her responsibilities to oversee growth and business development across all GroupM agencies in the region. Sindhuja Rai, CEO of Wavemaker APAC, will lead GroupM’s client leadership communities, while Josh Gallagher has been promoted to client president for EssenceMediacom APAC, succeeding McPetrie in overseeing the agency’s client portfolio.

GroupM China appears to be regaining its momentum after a challenging year, which includes client shifts by Dyson and Swatch and major leadership changes following alleged misconduct by select employees in China last year. In a positive turn, the agency recently secured significant wins, including Amazon’s global media account for EMEA and APAC, following a six-month review. Omnicom Media Group was awarded the Americas, while IPG continues to handle media duties for Amazon Web Services and Amazon Ads. The Amazon account, valued at approximately $5 billion globally, is considered one of the largest media pitches in the industry.

Additionally, GroupM retained Unilever’s media business in China (excluding Hong Kong and Taiwan) as part of a global review of Unilever’s media planning and buying accounts. WPP gained 13 new markets, including Sub-Saharan Africa.