Former Kinetic China GM Diamond Tai launches OOH agency

The start-up was officially launched in Beijing this month and has already partnered with Tencent as its first client.

Tai, a 24-year media and OOH advertising veteran in the Mainland and Hong Kong market, said this is not the first time that he has founded an agency from scratch. 

Previously Tai helped OMG China CEO Elaine Ip to establish OMD China's OOH division in 2004 with key accounts including GE and Visa. From 1996 to 2000, he also launched Zenith's outdoor advertising team in HK and China with its then largest client BAT.

Asked about the latest trends and challenges for OOH advertising in China, Tai cited that OOH is no longer just about billboard signage. "Many clients nowadays want an integrated marketing communications plan combining social media and interactive digital media, and expect speedy responses and recommendations within a day or two," he said.

Tai divides his time in Beijing and Hong Kong as he is currently also teaching advertising courses at HKU Space and Hong Kong Baptist University on a part-time basis.

He worked at Kinetic for three-and-a-half years.