"We are thrilled to welcome Chen to the Avatar family," says Lynda Fiebiger, managing director of Avatar Johannesburg.

"His understanding of the pulse of our dynamic industry and his ability to blend the analytical with the creative will not only elevate our strategic approach but will also redefine what's possible for our clients in Africa and beyond," adds Fiebiger.

According to the agency, Chen believes that the future of strategy lies in the seamless integration of technology and human insight.

"AI is a powerful enabler for strategy, helping to streamline workflows and enhance our capabilities," Chen says. "However, as strategists, it's crucial to still dive deep into various perspectives and forge a strong, unique direction for brands. The human touch, expertise and insight remain indispensable in creating impactful strategies."

The agency adds that Chen is an advocate for diversity in strategy; he firmly believes that diverse perspectives are the cornerstone of innovative and resonant brand strategies.

According to Avatar, his leadership will be instrumental in driving its strategic direction as the agency continues to expand its influence in global markets. Chen brings a wealth of experience from his tenure at WPP and Publicis Group, along with seven years of running a direct-to-client strategy consultancy.

The agency adds that Chen's consultancy served clients across Namibia, the Middle East and some prominent South African brands, including:

  • TFG
  • Ackermans, and
  • the V&A Waterfront.

Avatar says that some of the notable campaigns he worked on include 'Our Better Nature' Sustainability campaign and the positioning and launch of Makers Landing for the V&A Waterfront, as well as the current 'Move Mzansi' campaign for Extreme.

Chen's strategic acumen is further enhanced by his past collaboration with Phil Ireland, now Avatar's global chief creative officer. Together, they share a vision for the future of brand strategy that resonates with Avatar's mission to push the boundaries of meaningful creativity, especially by showcasing African creativity on the global stage, according to the agency. 

Avatar concludes that Chen holds a degree in social sciences, majoring in law and psychology, from the University of Cape Town. His academic background, combined with his extensive industry experience, positions him perfectly to drive Avatar's client growth and innovation forward.

For more information, visit www.avataragency.co.za. You can also follow Avatar on Facebook, LinkedIn, X, or on Instagram. 

*Image courtesy of contributor