20-Year Dentsu Veteran Guang Cui Elevated To CEO Of China

Dentsu is pleased to announce the promotion of Guang Cui to CEO, China, dentsu, effective 27 September. A distinguished industry leader and a 20-year veteran of dentsu, Cui transitions from his current role as CEO, Dentsu Creative China, his 9th promotion since he first joined dentsu as Strategic Planner in 2004. This follows a year of transformation led by Chun Yin Mak, underscoring dentsu’s commitment to strategic succession planning and the cultivation of top talent from within.

With diverse career experiences across different industries and roles, Cui has demonstrated a deep understanding of the complexities of the Chinese market and a proven ability to drive results through innovation and client-centric solutions. During his tenure at dentsu, Cui has excelled in various leadership roles across strategy, media, creative and integrated marketing, gaining comprehensive insights into every aspect of the business and client challenges. His multifaceted career includes CEO, Dentsu Creative China Beijing, Chief Business Officer, Dentsu Creative China and most recently CEO, Dentsu Creative China.

Jennifer Tang, CEO, Greater North Asia & Taiwan, commented: “Guang Cui’s promotion marks an exciting and natural progression for dentsu China. Over the years, his deep market expertise, combined with his forward-thinking and steady leadership approach, has driven transformative initiatives that have redefined dentsu’s competitive edge in the market. As CEO of China, his leadership will be instrumental in steering dentsu towards becoming a dominant force in the region and ensuring continuity and confidence as we embark on our next phase of growth strategy.

Chun Yin Mak joined the business with a clear mandate to oversee the transition of the China business into a competitive, future-ready model, establishing a trajectory of future growth and success. With that now achieved and in agreement with the management team, Chun has decided to leave dentsu at the end of September 2024. During his tenure, Chun has had a laser focus on resetting the business, drawing from his years of leadership experience from the consultancy and technology industries and knowledge of the marketplace to activate an effective, multi-faceted transformation plan. This has resulted in positive progress and momentum so far, expanding key client relationships and winning new clients in new formats. He partnered with the leadership team to define a new strategy and reform the operating model, including streamlining core capabilities as well as establishing a new solution centre that will empower the front-line business with advanced automation and AI capabilities. Fundamental to this plan was also securing a high-performing, industry leading talent bench across our brands, practices and locations which has seen the promotion and new appointments of several impressive and respected senior leaders in the past year.

“We would also like to extend our deep appreciation to Chun, for his dedication and leadership in successfully resetting and transforming the business for a future-ready model. Chun’s contributions have had a rapid and invaluable impact on our business, our clients, our people and in the marketplace. With this critical first stage of transformation successfully completed, we respect and support his decision to pursue new opportunities outside of dentsu and we wish him continued success in his future endeavours” said Tang.

In his most recent role as CEO, Dentsu Creative China, Cui led its transformation into a powerhouse of creative innovation helping brands navigate digital transformation while winning major accounts and strengthening relationships. He has also successfully expanded client portfolios in key industries including automotive, FMCG, technology and electronics, driving positive momentum into the business.

Guang Cui shared his vision for dentsu China: “I am honoured to step into this role at such a pivotal moment for dentsu China. My goal is to build on the solid foundations laid by Chun and lead our teams to new heights of success. With our strong heritage in innovation, digital excellence and client-centricity, we will continue to leverage this unique blend of creativity, strategy, data and technology to meet the evolving needs of the Chinese market. I look forward to being a trusted partner and collaborator with our clients and working closely with our exceptional team to shape the future of our business in China.”