Ogilvy's chairman for Greater China steps down after 4 decades

Ogilvy’s chairman for Greater China TB Song (pictured) will be retiring after a four-decade long career with the agency. He will continue to serve as senior advisor for Ogilvy in China.

Song commenced his career in Taipei during the 1970s and established Ogilvy Taiwan in 1985. In 1991, Song assumed the position of Chairman of Ogilvy China, coinciding with the opening of Ogilvy's inaugural office in Shanghai. His visionary approach led to the expansion of the business, with Ogilvy Beijing established in 1993, Ogilvy Guangzhou in 1994, the Qingdao unit in 2015, and Ogilvy Shenzhen in 2017.

Rather than replicating successful formulas from mature markets, Song encouraged his teams to meticulously assess local market conditions and formulate strategies that embraced agility and flexibility during his time at the agency. While focusing on Ogilvy's core business of branding and advertising, he also envisioned incorporating new offerings such as direct marketing, public relations, consulting, and design.

Furthermore, Song championed the digitisation of the business as a crucial component of the long-term strategic plan, hence the agency introduced an integrated marketing service model and collaborated with local partners to emerge as a trusted go-to-market partner in the region, according to the release.

In terms of internal staff, Song fostered an open talent policy, attracting individuals from diverse backgrounds. Upholding Ogilvy's reputation as the "teaching hospital" of the advertising world, he firmly believed in using training to support employee growth. From the early days of the company, Song invested in integrating global and local training content and refining the career development system.  

Song advocated the "Respect Individual, Respect Knowledge, and Respect Creativity" credo, which continues to be a fundamental principle driving Ogilvy's development in the region. He initiated the publication of Viewpoint, an internal magazine designed to inspire Ogilvy employees with the latest thought leadership and nurture the agency's culture.

Commenting on his decision, Song said the time has come for him to step back and make way for the younger generation. “Looking back, the good memories far outweigh any regrets; I feel very lucky to have been a part of growing the business for all these exceptional years. I want to thank my family and partners who’ve been by my side for nearly 50 years.”

“Our industry is on the verge of some new transformational changes, and the next phase promises to be full of exciting challenges. Technology is becoming more and more pervasive across everything agencies do, and it’s critical to keep up with the pace of innovation. I hope we will continue to maintain an entrepreneurial mindset, our competitive advantage in driving great ideas for brands, and uphold the fundamental pillars of our culture,” he added.

Chris Reitermann, CEO of Ogilvy Asia Pacific and Greater China, said: “I am immensely thankful to TB for laying an incredible foundation for Ogilvy in Greater China, benefiting us and future generations. Without his influence, we wouldn't have achieved our current esteemed status. We take great pride in building upon his legacy and leading us into the future.”

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