China Updates

FreemanXP appoints creative director in China

The Shanghai-based director will work with brands to create online-to-offline experiences and boost the agency’s creative strategy. 

Freeman’s experiential marketing division, FreemanXP, has appointed Kestrel Lee as executive creative director (ECD) for China. In his newly created position, Lee will guide the entire creative department across offices in Shanghai, Beijing and Guangzhou.

“As our first ECD in China, Kestrel will be an integral leader in propelling us towards our goal of being known as the best brand experience agency in the region” said Dionne Holder, managing director of FreemanXP China.

Lee, a Singapore native, brings 18 years’ experience in marketing services – from ATL to digital to brand experience – to the position and has led award-winning, digital and integrated campaigns for global brands such as Mars, Apple, Microsoft and Standard Chartered Bank. He has also served as a digital advisor and trainer to LVMH, Unilever, L’Oréal Paris and many other brands in China and other parts of Asia.

Lee’s expertise will help position FreemanXP as a growth agency to clients – focusing on strategies that help brands grow their share of market, share of voice and share of sale. At the same time, he will deliver internal training to help build capabilities in creative strategy, 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,” Lee said. “For us, we hope to help brands to win back customers with memorable online-to-offline experiences which are informed by social and e-commerce insights.”