News Navigation

Steve Xue Joins FCB as Chief Strategy Officer for Greater China

Press Release - Shanghai, 06 January 2016

Shanghai, Jan 6, 2016 – FCB announced today the appointment of Steve Xue as chief strategy officer for FCB Greater China. With more than 15 years of experience, Steve brings exceptional client management and strategic planning experience to the agency. In his new role, he is responsible for leading FCB Greater China’s repositioning by articulating the agency’s strategic plan to drive continued new business growth and lead major accounts.

Steve will articulate the agency’s strategic plan and its expression to existing and new clients and to the industry as well as creatively defining strategies to solve business challenges for FCB’s major clients. He will also conceive and conceptualize thought leadership initiatives for FCB.

“Steve has a great reputation as a genuine strategic brainpower,” said Edward Bell, FCB Greater China CEO. “We are so fortunate that Steve has chosen us, a medium scale operation, where he can really leave his fingerprints on the place. He will be a great asset for FCB.”

Steve has a proven track record helping shape brands’ positioning in a challenging marketplace. In his previous roles as head planner in some of the world’s most renowned agencies, including Saatchi & Saatchi and McCann. Steve has displayed a strategic vision for which he was highly recognized by his clients. This has allowed him to win and defend an impressive and diverse portfolio of local and multinational brands, including Coca Cola, Yili, Ford, SGM.                                                                       

“I’m glad to join FCB, an agency that aims beyond just changing consumer perceptions to changing consumer behavior, which feels so on beat with our time that I feel excited about being part of the force,” said Steve.

Steve started his advertising career in JWT Shanghai. Then he was recruited to Saatchi and helped them win Minute Maid and develop various brands. Before join FCB, Steve was the chief strategy officer of McCann.