Thomas Crampton

Social Media in China and across Asia

Thierry Halbroth

Thierry Halbroth

Currently senior creative director at McCann Worldgroup, Thierry has spent over a decade contributing to the development of international brands such as British Airways, Qantas, Mandarin Oriental, ZUJI, Anna Sui, Gucci, B&Q, Hyperion Solutions and now, Cathay Pacific Airways, according to Thierry’s official biography.

His current role with McCann Worldgroup’s Cathay Pacific Worldwide Team sees him managing creative solutions for all Cathay Pacific brands including Cathay Pacific, Dragonair, The Marco Polo Club, Asia Miles and Cathay Pacific Holidays. From global branding campaigns, relationship marketing to tactical campaigns and digital solutions, Thierry is helping the airline to differentiate itself in a market increasingly dominated by low cost carriers, and consolidate its position as one of the world’s leading airlines, online and offline.

Thierry’s previously spent four years managing the online creative and integrated marketing activities for British Airways and Qantas as Director of Integrated Services, M&C Saatchi Greater China.

Thierry has received awards including a Gold EFFIE, a Silver at Media’s Asian Brand Marketing Effectiveness, numerous HK4A’s iDA awards, including a craft award for most innovative creative. In 2006, barely a year with the Cathay Pacific Worldwide Team, he added a further 22 accolades, including two First Place Mobius for mixed media integrated campaigns. Since, his arrival, the team’s work has been consistently awarded at shows such as the W3 Awards, Times Asia Pacific Advertising Awards, the Kam Fan, Long Xi, the WebAwards, the IAC, AWARD, etc.

His latest digital work has also been short-listed in the New York Festivals and nominated for The Webby Awards, hailed as the “Oscars of the Internet” by The New York Times. He finished 2008 with an additional 39 international accolades including a couple more First Place Mobius.

He served as a judge and on panels for events such as AWARD, the Singapore Creative Circle Awards, the CASBAA’s Advertising Awards, MEDIA Spikes, the global Stevie Awards and the US-based WebAwards. He is a regular contributor to Haymarket’s Media Magazine.

He heads the Marketing Consulting Group Committee of the ADMA (Asian Digital Marketing Association) and Chairs the Interactive and Direct Marketing Committee of the Association of Accredited Advertising Agents of Hong Kong (HK4A’s).

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