This document provides an overview of a global creative collective agency. It introduces the leadership team and key staff. It outlines the agency's approach of being purposefully small and nimble, allowing a dedicated cross-functional team. The agency prides itself on being part of a large global network while also having deep local expertise in China. It highlights several case studies of campaigns in China that achieved significant results. Executive bios are also provided for the CEO and Executive Creative Director.

1. A Global Creative Collective

3. 1. “[shì] matter；thing [huà] word；talk； talk about；speak about；saying
1.1.use what matters to speak - or “walking the walk”

4. “What kind of agency are you?”

5. “That comes up with ideas that change things.”
A modern agency

6. BMO ETF
www.bmo.hk/etfs/tc
• BMO ETF (3141.HK)
• BMO ETF (3143.HK)
• BMO ETF (3145.HK)
BMO
ETF
BMO ETF BMO ETF BMO ETF BMO ETF
BMO ETF www.bmo.hk/etfs ETF
BMO ETF
BMO ETF ™
ICB
BMO ETF ™
BMO
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A modern agency

7. 1. Brand Content

8. 2. Social

9. 3. Delivery

10. Ideas that change things.
10
1. Brand Content 2. Social 3. Delivery

11. Ideas that change things.
10

12. Douglas Lin
partner,ceo
YangWei
Creative Lead
Christine
Accountant
Supervisor
Beemo Hua
Social Writer
Zhu Lulong
Creative (Art)
Orson
Creative (copy)
Chris Zhang
Senior Client Service
Robin Yuan
Social Executive
Leona Shi
Accountant
Maggie Min
Human Resources &
Operations Manage
ONAWU
Creative (Art)
Sherry Shi
Senior Creative
Director (Copy)
Zhao Shuo
Community manager
Greta Wang
Senior Client Service
Flora Wang
Finance Director
Sharon Shen
Client Service
F&B SHANGHAI
KeXuan Zhang
Client Service
The
Media
Kitchen

13. PURPOSEFULLY Small and nimble
12
F&B SHANGHAI
Allowing a tightly dedicated
team across departments with
full responsibility

14. 唯
⼀
的
⽼
板
就
是
创
意
本
身
“
”

15. W A S A / B A R I L L A

16. 15W A S A / B A R I L L A

17. GLOBAL YET LOCAL
We are part of the most creative, innovative
global network - yet we are natives and
veterans of Chinese marketing with the local
understanding and the nimbleness to navigate
China’s unique landscape.
16

18. GLOBAL YET LOCAL
17
CHINA
X
The
Media
Kitchen
X

19. CLIENT PARTNERS
There are NO current client or project conflicts with the Shanghai agency, any
individual staff, or the legal entity 事话（上海）⼴告有限公司 and SK2
Since 2018, serviced globally from
F&B Singapore and secondarily
from our Stockholm office.

20. CLIENT PARTNERS
In order to maintain a clear and distinct separation, we are globally aligned via our holding company MDC to
use the CPB entity for any any engagement moving forward with Shiseido and any sub-brands within China
and/or globally as required.
CHINA

21. GLOBAL
CHINA
20
CHINA CLIENT PARTNERS
MULTINATIONAL CHINA BASED

22. CHINA HIGHLIGHTS
100%Chinese Staff
50/50Male to female
(including leadership)
~20%staff turnover
(year on year)
3of 3Top Client Retention
(year on year)

23. CHINA HIGHLIGHTS

24. Case Studies
23

25. 24

27. 26

30. 29

31. A stamp, or a mark in China, is like an individual’s
signature in Western countries. It is used on all
official documents, and represents more than name
but an acceptance of an idea.
Every single journey we leave our mark. It indicates a
step forward in the evolution of individuals as well as
witnessing the evolution of the country. In a country
of billions, we cast real individuals to demonstrate
their personal stories marking an evolution in China.
From the “Grandfather” of China’s modern train
system in QingDao, to the next generation of
d o m e st i c a l ly m a n u fa ct u re d h i g h s p e e d
transportation. From a baby’s foot print in Shanghai
to a brides wedding certificate. From a traditional
GuanDong GrandMaster’s Chinese Lion Dance
celebration dating back thousands of years, to his
Son’s modern technological interpretation. From
China of today to tomorrow’s “21st Century Silk
Road” Demonstrating the power of tradition to build
on the next generations dreams.
THE IDEA:
THE RESULT:
1.7 billion impressions
TVC view at CNY GALA

34. Brand Massage
Sell
WeChat

35. WeChat
Brand Massage
Sell

36. WeChat
Offline Community
Sell

37. Weibo
Conversation (Brand/KOL/Fan Club)
Sell

38. As a leading sportswear brand in China,
adidas neo needed to revamp its brand
position differentiating itself from Originals
and Adidas Sport.
We focused on the adidas neo Sports Life Style brand and highlighted the concept of
“endless possibilities” in fashion styles paired with “restless fun” activities.
Leveraging China’s new creative short video platform Douyin, who’s audience profiles
match our TA, with over 1 billion video views daily and core users between 15 - 22 Y.O.
We launched adidas neo’s first ever creative fashion video challenge on Douyin.
Followed by creative videos and brand owned filter, users could customize their own
dynamic endless fashion inspired videos with Neo branded filters, wallpaper, and
stickers to participate in the challenge.
ENDLESS FASHION
THE STRATEGY & EXECUTIONTHE BRIEF
NO 1 BRAND CHANNEL AT DOUYIN
ENGAGEMENT
User Generated Content
”
“
LIVE RESTLESS ///
RESULTS
#1 Brand Performance on Douyin
150M total video views
2.8M engagement
1.21M New Followers
( within 10 days )

39. THE STRATEGY & EXECUTIONTHE BRIEF RESULTS
Post95 generation, willing to spend a lot of time online- watching video content.
So we target a platform with a large number of youth on it, also video content driven- bilibili.
To create a BUYLIBUYLI content- like online TV shopping channel, to kick off the campaign.
We chose influential up主(uploaders) on bilibili base on their different personality.
Managed them to leverage with users to enhance brand awareness, increase exposure and purchase.
Through BUYLIBUYLI, we had real-time interaction with users to achieve a successful sales.
Chaos Hero Product:
Over 3,500 shoes SOLD in 2 days after
campaign launch
#1 Bilibili content click (viewed) during
campaign period
A strong kick off of 2019 hero shoes: Chaos.
Creating buzz and awareness of this hero product.
Seek for new media co-op opportunity.
BUYLIBUYLI TVLIVE RESTLESS ///

40. THE STRATEGY & EXECUTIONTHE BRIEF RESULTS
We used our minimal product inventory to create demand and online buzz for this limited edition colab.
By leveraging the Pokemon idea of “catching”, we developed mini-programs and interactive games, where
consumers had to continue to engage over a week for a chance to purchase product.
On adidas neo's own social platform, we also launched the Grab Pokemon GO's strategy by setting daily
alarms for purchase, this continue to attract fans while also driving to physical stores.
100% of all products SOLD OUT during
the campaign period
100K average WeChat Post viewed
A strong kick off of
adidas neo × Pokemon cooperation series
LIVE RESTLESS ///

41. Thanks
dlin@cpgroup.com
sshi@cpbgroup.com

42. Exec Bios

43. Bios
Douglas Lin 林海嵩
CEO China
林海嵩加入F&B上海办公室前曾领导BBDO/Proximity和TBWA/Digital Arts Network在中国的业务。
出于探索世界的欲望，他横跨太平洋，在新西兰的创意热店Clemenger BBDO/Proximity开启了自己的数
字策略职业生涯，并随后前往新加坡。
在过去8年内，他为品牌在亚洲特别是中国市场建立战略规划。
Douglas joins the F&B Shanghai office having previously lead both BBDO/Proximity and TBWA/
Digital Arts Network's offerings in China.
A desire to explore the world lead to an extended migration along the Pacific rim, starting with
leading digital strategy and planning practices with renown creative shop Clemenger BBDO/
Proximity in New Zealand, before heading North to Singapore for regional assignments.
Douglas’ background includes leading strategy and planning functions for the Asia region and
specifically China for the past 8 years. Global recognitions including WARC, Effies, Cannes,
Spikes, etc.

44. Bios
A storyteller since childhood, and above all a firm believer in the power of words (both Chinese
and English) to tell a brand's story and connect with humans. Sherry has helped developed
some of China’s most awarded integrated work for the world's premiere brands in China.
She has the ability to partner with, and excite clients with ideas that blur the lines between
advertising and next generation digital platforms. Sherry specializes in assisting global brands
to become locally relevant in the complicated and fast moving Chinese market including Adidas,
General Electric, and Apple.
A Beijing native and the daughter of an English Professor, she has lead Creative departments
for Ogilvy, Saatchi and TBWA in China.
十月从小就是一个会讲故事的人。最重要的是，她坚信文字（中英文）在讲故事时，和与人沟通时的力
量。她为许多国际著名品牌在中国市场提供并出色完成了奖项级的整合方案。
她能够为客户提供整合传统广告与现代数字平台的优秀创意。她同时擅长于帮助全球品牌在复杂而快速发
展、变化的中国市场中站稳脚跟。
土生土长的北京人，因为有一位严厉的英语教授母亲，从小被迫说一口流利的英语。十月曾领导奥美、盛
世长城和滕迈广告公司在中国的创意团队。
Sherry Shi ⼗⽉
Executive Creative Director