Wieden + Kennedy names new China MD as Kel Hook departs

White (pictured) has relocated from Wieden + Kennedy’s Portland headquarters, where he was in charge of the agency’s global Nike business, for a second stint in China. His first was in 2006, when he oversaw the Nike account in the run-up to the Beijing Olympics.

Prior to joining Wieden + Kennedy, White was based in New York, where he worked at agencies such as Saatchi & Saatchi and BBDO.

White said that while he felt comfortable returning to China, he was struck by the major developments that had taken place in the market during his absence. He said his ultimate aim as head of Wieden + Kennedy Shanghai would be “no different from other [network] offices: to tell great, emotional stories”.

Hook, who recently married, resigned from the agency amicably to pursue other interests outside of China. His career in China has spanned 12 years, the past eight of which were spent at Wieden + Kenneday Shanghai. He played an instrumental role in the launch of the agency as planning director, later taking on the role of managing director.