TBWA\Greater China launches Digital Arts Network China led by Douglas Lin

Prior to this new role, Lin was the managing director of Proximity China. Beginning his career at AKQA in San Francisco, he also worked for BBDO Proximity in New Zealand (Colenso/Clemenger) and Singapore.

Lin said: “The business landscape in China is evolving at a phenomenal rate, and with the additional complexities of digital based communications, the Digital Arts Network model allows us to leverage best-in-class resources and develop local specialist Labs to focus on the most appropriate technology to solve our clients’ business problems and deliver iconic work.”

As part of the launch of Digital Arts Network China, TBWA will introduce its first Lab offerings with the launch of Digitail and Smarts.

Digitail, is a division of The Integer Group that specialises in digital retail and leverages their in-house retail and shopper marketing expertise.

Morgan McAlenney, senior vice-president of Digitail, said: “As the worlds of retail and digital continue to converge, Digital Arts Network has both the competencies and capabilities to provide retail-based solutions that engage shoppers at various decision points and influence higher rates of conversion.”

Lin added: “The explosive growth in China’s retail and shopper marketing industry coupled with increasing digital integration makes the Digitail Lab a natural starting point for us.”

The Smarts (social media arts) Lab, based in Shanghai and led by planning director Sue Su, is an extension of the existing Hong Kong Smarts Lab that already serves clients across Greater China.

It will be dedicated to uniting and strengthening expertise already present in the network and the agency, including social media strategy development and implementation, community management, monitoring, measurement and optimisation.

TBWA’s global Digital Arts Network is the unification of TBWA’s proven digital talent, encompassing over 700 digital specialists within the network and initially in 18 markets.