GroupM names new head of GBA and South China client president

GroupM has appointed Milton Liao (pictured) as its client president of South China and head of GroupM GBA and outbound business. He will report directly to Rupert McPetrie, GroupM China CEO, effective immediately.  

This appointment is in addition to Liao’s existing scope overseeing Wavemaker Hong Kong clients and business. 

In his new role, Liao will oversee the company's operations in South China, leveraging the established strengths of GroupM’s agencies including Mindshare, EssenceMediacom, and Wavemaker, as well as Nexus, Choreograph, and Investment capabilities, to optimise service quality for existing clients and expand client portfolios. 

In fact, the GBA is a crucial component of South China and is among China's most open and economically dynamic zones. It plays a significant role in propelling China's economic growth and fostering innovation, drawing numerous businesses to invest in the area. Therefore, driving GroupM’s growth within the GBA will be one of Liao's key focuses. 

Moreover, many Chinese enterprises have shifted from purely product sales to brand internationalisation and cultural communication. Brand building, localisation strategies, and integrated capabilities have become key factors. As an experienced expert in this field, Liao will contribute more to the company’s outbound business. 

Most recently, Liao was Wavemaker’s chief business officer of South China and head of wavemaker in Hong Kong, where he played a pivotal role in helping several brands go global, showcasing his strategic vision and leadership capabilities.  

With a strong track record in marketing and management, Liao joined GroupM's Wavemaker in 2015. He began his career at Leo Burnett and has also worked for companies such as Heinz Infant Nutrition, Amway, and others. 

Liao said, "The southern area has numerous opportunities and is at the forefront for Chinese brands venturing overseas. We have built a strong edge in providing integrated services for 3C, FMCG, tourism, and automotive brands and will continue to expand our client base.” 

“Moreover, we have a wealth of experience and successful cases in outbound expansion. With a dedicated Greater China team that deeply understands Chinese brands, along with an unparalleled global network serving global top brands, we are poised to be the perfect partner for Chinese brands looking to expand internationally. I am excited for this new journey,” he added. 

"The South China region and the GBA a pivotal position in our growth strategy and helping more Chinese brands go global is our firm commitment. Milton is well-positioned to leverage his extensive industry expertise in this area, along with our diverse capabilities and talents in the Chinese mainland, Hong Kong, and the global network," remarked McPetrie. 

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