Holmes & Marchant appoints MD for Shanghai studio

Marketing group MSQ's agency Holmes & Marchant has appointed Caroline So (pictured) as managing director for its Shanghai studio.

In the new position, she will lead the agency's activities in China. Along with the other studios’ managing directors in London, New York and Singapore, she will be building on MSQ’s digital and tech capabilities, bringing greater insights and channel-specific expertise to meet the needs of brands in Asia.

So has held client service strategy and management roles for advertising agencies for the past 19 years and most recently for Media.Monks. She has extensive experience in beauty and spirits, working with clients like Unilever, P&G, L’Oreal and AB InBev.

“It is an exciting time for MSQ. I’m thrilled to be part of the leadership team, building MSQ’s multidisciplinary offering in China beyond branding and design to create truly integrated creative solutions for marketers," said So.

Paul Galesloot, CEO of Holmes & Marchant/Elmwood added: “We couldn’t be happier to welcome her into our recently enlarged family. Digital technologies and drive for customer-centricity have completely transformed the FMCG industry, especially in China. By combining
our strengths into brand design with data, digital and tech, we aim to help brands solve these challenges."

The appointment came after MSQ's acquisition of design consultancy Elmwood which was merged with design business Holmes & Marchant in early December. The new consultancy will operate under the Elmwood name and will have 200 employees split across studios in London, New York, Singapore and Shanghai.

Galesloot, who joined Holmes & Marchant in early 2020, heads up the enlarged operation. In early 2021, Elmwood underwent a demerger as founder Jonathan Sands moved away from the business.