His appointment follows the departure of former BBDO Hong Kong and Guangzhou managing director, as well as regional business development director, Rick Doerr.
Thorne, who will be based in Hong Kong, has substantial experience handling global and regional brands, most recently with Colgate's regional account at Y&R. Before that, he has worked on P&G brand Head & Shoulders across the Central Eastern Europe, Middle East, and Africa region (CEEMEA).
He is tasked with building on the success of Wrigley's Extra brand in China and bringing effective creativity to the candy-maker's stable of brands. "Wrigley's Extra has done some great work in China last year, and I view my main role as keeping that momentum going across the brands and create work that is as creative and effective on the newer brands added to the account late last year," Thorne told Campaign.
The new brands added to BBDO's account were Dove (Galaxy), Twix, Pedigree, and Whiskas. In China alone, Mars and Wrigley's media spend was estimated in 2010 to be about US$120 million.
"Mars and Wrigley are very important clients to us across the region, and Thorne has the right experience to help us strengthen and grow our partnership with them," commented Chris Thomas, chairman and CEO BBDO Asia, Middle East, and Africa.
Carol Potter, president and CEO of BBDO/Proximity Greater China, said that the agency had been aware of Thorne for some time and are glad that he has signed on.
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