TB Song, a luminary in the advertising industry and Ogilvy’s Chairman for Greater China, is retiring following an illustrious career spanning four decades at the agency. However, Song’s ties with Ogilvy will endure, as he will continue to lend his expertise in the capacity of a senior advisor in China.
Song’s professional journey commenced in the 1970s in Taipei, and it was there he laid the foundations of Ogilvy Taiwan in 1985. An evolutionary step in his career came in 1991 when he ascended to the role of Chairman of Ogilvy China, in tandem with the inauguration of Ogilvy’s maiden office in Shanghai. Song’s visionary stewardship catalyzed the company’s growth, leading to the establishment of branches in Beijing (1993), Guangzhou (1994), Qingdao (2015), and Shenzhen (2017).
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Song’s strategy was distinctive, choosing not to emulate successful models from established markets. Instead, he empowered his teams to deeply evaluate local market scenarios and devise strategies that underscored agility and flexibility. He not only concentrated on Ogilvy’s bedrock business of branding and advertising but also foresaw the benefits of incorporating novel services, such as direct marketing, public relations, consulting, and design.
Significantly, TB Song recognized the importance of digitization in the company’s long-term growth strategy. This foresight led to the agency embracing an integrated marketing service model, and collaborating with local partners, making Ogilvy a preferred go-to-market partner in the region.
When it came to fostering talent, TB Song endorsed an inclusive policy, attracting professionals from varied backgrounds. Upholding Ogilvy’s standing as the “teaching hospital” of the advertising world, he was a firm advocate of using training to bolster employee growth. His conviction led to an integration of global and local training modules and the refinement of the career development system.
Song propagated the ethos of “Respect Individual, Respect Knowledge, and Respect Creativity”, which still remains a guiding principle for Ogilvy in the region. He initiated the publication of ‘Viewpoint’, an internal magazine aimed at enriching the agency’s culture and inspiring employees with the latest thought leadership.
Reflecting on his retirement, Song emphasized the necessity of making way for younger leaders, expressing his gratitude for the memorable years spent in fostering the growth of the business. He also underscored the importance of technological advancements and the need for agencies to keep up with the innovation pace. Song ended on a note of hope for Ogilvy to maintain an entrepreneurial mindset, to continue generating great ideas for brands, and to uphold the fundamental pillars of their culture.
Responding to Song’s retirement, Chris Reitermann, CEO of Ogilvy Asia Pacific and Greater China, expressed immense gratitude for Song’s significant contributions and declared his commitment to building upon his legacy and steering the company into the future.
This news is based on information provided by Marketing Interactive.
