The Holmes & Marchant agency of the MSQ marketing group has appointed Caroline So (photo) as general manager of its Shanghai studio.
In this new position, she will lead the agency’s activities in China. Along with the managing directors of the other studios in London, New York and Singapore, she will leverage the digital and technological capabilities of MSQ, bringing deeper understanding and channel-specific expertise to meet the needs of brands in Asia.
So has held customer service strategy and management roles for advertising companies for the past 19 years and most recently for Media.Monks. She has extensive experience in beauty and spirits, working with clients such as Unilever, P&G, L’Oréal and AB InBev.
“It’s an exciting time for the MSQ. I am delighted to be part of the management team, to develop MSQ’s multidisciplinary offering in China beyond branding and design to create truly integrated creative solutions for marketers ”, said declared So.
Paul Galesloot, CEO of Holmes & Marchant / Elmwood added: “We could not be happier to welcome him to our recently extended family. Digital technologies and customer orientation have completely transformed the FMCG industry, especially in China. By combining
our strengths in brand design with data, digital and technology, we aim to help brands meet these challenges. “
The appointment comes after MSQ’s acquisition of design consultancy Elmwood, which merged with design firm Holmes & Marchant in early December. The new consulting firm will operate as Elmwood and will have 200 employees across studios in London, New York, Singapore and Shanghai.
Galesloot, who joined Holmes & Marchant in early 2020, is leading the expanded operation. In early 2021, Elmwood suffered a split when founder Jonathan Sands walked away from the company.