FreemanXP appoints executive creative director for China

Global experiential marketing agency FreemanXP has hired Kestrel Lee as their Executive Creative Director (ECD) for China. In the newly created position, Lee will head the creative department across all the China offices in Beijing, Shanghai, and Guangzhou.

Lee, a Singaporean native, has had 18 years of experience in the China and Southeast Asia market ranging from ATL to digital to brand experience. He’s also an expert in e-commerce, search (SEO/SEM), gaming, video and mobile advertising and has led digital and integrated campaigns for global brands such as Mars, Apple, Microsoft and Standard Chartered Bank.

At FreemanXP, Lee will position the company as a growth agency to clients, focusing on strategies that help brands grow their share of market, share of voice and share of sale. He will provide clients with consumer, creative and strategic insights that address their business needs.

To keep in line with China’s fast-changing trends, Lee will also deliver training internally to his colleagues to help build their capabilities in creative strategies, design thinking and millennial targeting.

“Today, clients are chasing new media, new technology and new buzz words, while people now follow people who follow brands,” said Kestrel.

“For us, we hope to help brands win back customers with memorable online-to-offline experiences which are informed by social and ecommerce insights.