Former DDB Hong Kong leader joins Mindshare

Mindshare Hong Kong has appointed Irene Tsui as managing director.  Tsui will be joining Mindshare on 7 March 2022.

Tsui has held leadership roles at both client and creative agencies, with over 12 years in DDB and was most recently as managing director of DDB Group Hong Kong.  Tsui has earned a reputation for her unflagging drive to bring better solutions and commercial growth to clients while creating an agency culture for talents to flourish.

Tsui said, “I’m greatly thrilled to join GroupM and to lead Mindshare Hong Kong.  Mindshare has always been a pioneer in creating new values and new ways for the industry, I look forward to building on this competitive edge and continue bringing good growth to clients and to our industry as a whole.”

Tsui will report to Caroline Chan, CEO GroupM Hong Kong and Helen McRae, CEO Mindshare Asia Pacific.

Chan said, “I’m very excited to have Tsui joining us.  She has tremendous experience in working with blue chip marketers giving holistic business solutions. Under her leadership, I am confident that Irene will lead Mindshare to a new level of success.”

McRae added, “We are thrilled to have been able to entice Tsui back to the workforce and her enthusiasm and focus on talent and growth will be a great energising force for Mindshare in Hong Kong.” McRae, who took on the role in July last year, is a 16-year veteran of the agency, and was most recently Mindshare’s EMEA and Worldwide Team CEO, leading Mindshare’s 26 markets in the EMEA region and its global client teams based out of a London hub - a role she has held since 2019.

Previously she held a number of positions in the agency, including leading Mindshare UK and before that running the Unilever account globally from 2008 to 2012. Before joining Mindshare she held a number of agency roles across Asia in Thailand, Malaysia, Korea and Australia.