HONG KONG – Starcom MediaVest Group (SMG) has appointed Alfred Cheng as Regional Director in Hong Kong, in a move to bolster its senior talent for the market and to provide leadership on key multi-national accounts including Richemont and UBS. Alfred joins SMG from MEC Hong Kong, where he was Deputy General Manager, a role he has held since 1997. During his time there, he had oversight on strategy and communications planning on several of the agency’s key businesses including Citibank, Sony and Sony Ericsson, Colgate-Palmolive as well as DHL among others. Having begun his career in media planning in 1993, Alfred has had extensive experience and local market insights, having served in major 4A agencies in Hong Kong such as Ogilvy & Mather and DMB&B prior to MEC. As an advocate of innovative communication planning and implementation, he has also been awarded various local and regional industry awards including bagging “Media Planner of the Year”accolades at the MTR Best of the Best Awards in 2005, 2007 and 2008. Based in Hong Kong, Alfred will oversee multiple regional accounts and lead a dedicated team. He will report to Bertilla Teo, CEO of Greater China at Starcom MediaVest Group. On Alfred’s appointment, Bertilla Teo, CEO of Greater China, Starcom MediaVest Group, said: “Alfred’s appointment is a huge boost for SMG as we continue to strengthen and invest in our talent for regional clients. With his extensive experience and acumen for driving leading multinational company brands and accounts, he will no doubt raise the bar for client account servicing as well as our product, thus ensuring that SMG continues to deliver on our offering and Human Experience promise to our most valued clients.”