Sylvester Song, ECD of McCann's Cathay Pacific team, resigns

"I am now trying my hand at being a film director either independently or with a production house in Hong Kong," said Song.

Spencer Wong, national chief creative officer of McCann Erickson China, confirmed that there will not be an immediate replacement for Song. Thierry Halbroth, who has been the joint ECD with Song since 2005, will continue to lead the CX account which is more online campaign driven than above-the-line.

Song is Malaysian and has been working at renowned 4A agencies, including Ogilvy & Mather and Bates, for nearly 15 years.

Reported earlier in March, McCann Erickson Hong Kong kicked off a through-the-line campaign titled 'The fun is back' for the annual Cathay Pacific and Credit Suisse Hong Kong Rugby Sevens Tournament.