Michelle Kristula-Green

Now President of Leo Burnett Asia Pacific, Michelle Kristula-Green has lived and worked on four continents, serving a wide range of local and multinational clients during her 25-year career at the company.

She has spent over 20 years working in Asia and currently leads and manages the activity of Leo Burnett and Arc Worldwide in Asia, covering 17 offices in 13 countries with over 1,400 employees. Under her leadership, Leo Burnett’s AP operations won top industry awards in Asia and in the world.

In addition to her role in Leo Burnett, she also chairs Publicis Groupe’s China CRIB board, leading the development of the overall Publicis Groupe strategy for China, with specific focus on human resources, M&A, inter-agency collaboration and market expansion.

Before assuming her current post in 2004, Michelle ran a multinational agency in Japan, serving as President and representative director of Beacon Communications, a partnership with Dentsu that resulted from the merger of Leo Burnett and D’Arcy’s operations in Japan. She was responsible for the integration of these Publicis Groupe sister companies into one agency.

Michelle has created thought leadership programs, including ‘Voices at the bottom of the pyramid’, an extensive study undertaken in China and India, looking at the world of the low income consumer and how best to market brands and services to them.

As part of the initiative, Leo Burnett produced two documentary films, putting a human face to the numbers. Michelle was also led two in-depth studies of Asian female and male consumers, ‘Asian Miss Understood’ and ‘Mister Misinterpreted’.

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