SMG promotes Silvia Goh to chief content officer of LiquidThread China

The agency stated that in the past two years, Goh (pictured) has been focusing on organic growth, and with her new role, she will be spending more time on getting new business.

Goh led the SMG LiquidThread brand's first expansion outside the USA in 2010. Bertilla Teo, CEO of Starcom MediaVest Group for Greater China, said that by leveraging SMG's insights in evolving consumer behaviors, emerging media and technology, Goh has led LiquidThread China in creating simple and meaningful brand experiences, which bring clients’ brand stories to life and nurture advocacy.

Some of her achievements include bringing the M&M’s "spokescandy" hosts to China on a weekly entertainment show, M&M’s Celebrity Glitz.

She also helped create original branded variety shows including “Wrigley Extra’s Gourmet Challenge”, “Wrigley Doublemint’s talent meets beauties and divine encounter” and "Doublemint The Sing Off".

Goh was recently honored as the only Chinese Judge for the first Branded Entertainment & Content Category at the Cannes Lions International Festival of Creativity. She was also appointed as a Judge in the first Branded Content & Entertainment Jury at the Spikes Asia Festival of Creativity.

Meanwhile SMG China also welcomed two new digital directors on board, Donna Sharp and Carl Tsai.

Sharp (pictured above) will be based in Guangzhou, overseeing digital communication strategy for Wrigley and General Electric while providing guidance and training for the development of the Guangzhou digital team.

Sharp has spent six years with Starcom in the US, where she had drove strategic digital and social communication planning for clients including Mars/Wrigley, Hallmark, American Signature and Luxottica, and has been a key figure in building Starcom's as well as their clients’ strategic alliances with digital partners like Facebook, Viacom, Microsoft, AOL and Google.

Bringing with him more than 12 years of experience in digital, media and research across Mainland China, Taiwan and the United States to SMG Shanghai office, Tsai (pictured above) will be spearheading the digital communication strategy for clients like Shanghai Jahwa, Longchamp, Etam, Avon and Malaysia Airlines.

Tsai's CV include general manager of the Media Strategy Center at Tudou.com. Before that he had been with both Profero and Agenda in Shanghai as account director and was responsible for strategic planning and supervising campaign execution for clients including Johnson and Johnson's, Unilever AXE, Phillips as well as Pepsi. 

His strong strategic and cross-media fundamentals are also a result from his extensive working experience with Yahoo! and MEC in Taiwan as well as Nielsen Media Research and Media Workshop New York, according to the agency.