McCann adds digital reinforcements in China with Nelson Chung & Mike Zeng

Chung will be the practice lead and executive creative director for McCann Social Central in China. He will work closely with regional practice lead Nick Handel to develop social capabilities in areas including brand storytelling, content strategy and simplification, event activation, and PR.

“McCann Social Central is the formalisation of our network’s deep digital thinkers, designed to amplify our performance within the digital space," added Jesse Lin, CEO of McCann Worldgroup Greater China.

An active participant in China’s social media scene, Hong Kong-born Chung has worked with a wide range of clients in Greater China, such as Lamborghini, DKNY Jeans, Clarks Originals, Nike, Lomography China, Pernod Ricard and Ferrari. He was the business consultant cum director for youth culture magazine Milk X for the past four years.

“A great idea combined with the power of social media can shift perceptions and drive deeper engagement between consumer and brand,” Chung commented.

Zeng's prior job was national head of digital at UM China, where he (pictured left) diversified the agency's digital offerings across social, mobile and online video, working on accounts including Microsoft, Cathay Pacific and Burberry.

Speaking of Zeng's decision to leave UM for MRM, Mark Cripps, regional director for MRM Worldwide APAC said his "massive experience and unparalleled drive" will help deliver planned growth in Shanghai.