John So returns to Proximity as new digital ECD for China

So (pictured) replaced Jonathan Ip, who joined BBDO and Proximity China as head of digital creative in September 2010 from Saatchi & Saatchi Interactive. Ip resigned from the company a month ago and returned to Saatchi & Saatchi Shanghai as head of digital creative.

So will report to Douglas Lin, managing director of Proximity China, and Leong Wai Foong, executive creative director of BBDO China.

Lin said that with the increasing demands of the industry and clients in China, it was recognised that there was a  need to bring someone in who could deliver not only great work, but help develop internal staff and educate clients into thinking of the digital aspect of campaigns as integrated solutions.

At Proximity China, So wil work closely with Awoo Lai, Kit Koh and Andrew Lok, ECDs of BBDO Shanghai. So’s main duties will be managing the growth of Proximity China and BBDO China, with particular attention on digital media, especially in the Shanghai office.

With over 10 years of regional 4A agency creative career background in Singapore and Hong Kong, So has worked as head of copy at Bates141 Singapore. He has also held roles with Proximity Hong Kong and BBDO Hong Kong, where he was executive creative director from February 2008 and honed creative campaigns for clients like Bosch, Wrigley’s, Fedex and Sony Vaio.

He left that agency early this year to take time out to travel.

"I have been working for BBDO/Proximity for four years, and the creative spirit is very strong and I am very much part of the family," So said. "I jumped when the opportunity came up to work in digital in China.”