HONG KONG—Cohn & Wolfe has named former McDonald's comms head Marina Leung as the agency's first chief branding officer in Greater China.
Leung, who also takes on a managing director position at the firm, will report to Susan Field, CEO of Cohn & Wolfe-impactasia. The US firm acquired Greater China agency impactasia in 2011.
Leung's most recent role prior to joining Cohn & Wolfe was special consultant at Kering Asia-Pacific, where she oversaw luxury company's rebranding in the region. Previously, Leung spent three years as senior director of corporate relations for McDonald's China. She also served as VP of marketing and comms at PCCW for two years.
In her newly created role at Cohn & Wolfe, Leung is expected to provide senior counsel to existing clients, contribute to employee training and development and field new opportunities to channel growth, particularly in the consumer marketing, travel and tourism, healthcare, corporate and technology practices.
“As a branding veteran, Marina’s consumer insights and analytics experience add great value to our integrated communications offering,” says Susan Field, Cohn & Wolfe-impactasia CEO. “Her passion for understanding customer needs will help us continue to strengthen our branding capabilities throughout Greater China.”
Leung's agency career includes stints at Shandwick. DMB&B and Leo Burnett.
"Given the thriving economy in China and Asia, there is an increased demand for strategic counsel and extensive integrated communications experience, which the team and leadership here have in spades," added Leung. "I look forward to helping grow the agency from strength to strength, especially in the corporate and healthcare arena."