Soames Hines

Soames Hines

Chief Executive Officer at Ogilvy & Mather (Vietnam) Ltd., Ho Chi Minh City
Hong Kong, Hong Kong

About me

I took over as CEO of the Ogilvy Group in Vietnam in January 2020 and have 40 years experience in the marketing and communications industry.

I have held client and agency roles in Europe (London, Stockholm, Amsterdam) and the Asia Pacific region (Shanghai, Hong Kong, Singapore and Vietnam), primarily with WPP companies (Ogilvy & JWT).

In recent years, I was based in Ogilvy Asia's regional HQ in Hong Kong where I focused on driving client growth on a portfolio of clients; Yum (KFC & Pizza Hut), K-C, Nestle, Mondelez and Danone.

In addition to being a trusted advisor to clients, I am passionate about building culture and capability, as well as pioneering thought leadership on Brands in Culture and Modern RAD Creativity.

I would love to connect with potential clients, employees or business partners who believe in my favourite David Ogilvy quote..."Agencies that produce the best work are full of fun and ferment".

Skills
Sector Experience

Positions

Chief Executive Officer
Ogilvy & Mather (Vietnam) Ltd.
Ho Chi Minh City, Vietnam
January 2020 - Present (1 year 11 months)
Regional Vice President, Client Growth
Ogilvy Hong Kong
Hong Kong, Hong Kong
August 2008 - December 2019 (11 years 4 months)
In 2008, Soames moved to Ogilvy’s Asia Pacific HQ in Hong Kong to work with Miles Young and Paul Heath, responsible for a regional portfolio of the agency’s largest global clients including Danone, Yum Brands (KFC, Pizza Hut & Taco Bell), Kimberly-Clark, Mondelez and Nestle. During this 10-year period, Soames won numerous industry awards including; the WPP Atticus Award in 2008 for “Ogilvy on Recession”; the 2013 Campaign Asia Pacific “Account Person of the Year” award for his leadership of the Yum Asia business; as well as many Cannes awards (most recently for KFC), and numerous Yum Recognition Awards.
Greater China President, International Clients
Ogilvy China
Shanghai, China
August 2006 - July 2008 (1 year 11 months)
In 2006, Soames took on the role of Greater China President of International Clients. In this role, Soames was responsible driving growth on Ogilvy's international client portfolio in Greater China with specific responsibility for Unilever and Motorola.
Chief Executive Officer, Ogilvy Action
Ogilvy China
Shanghai, China
April 2004 - August 2006 (2 years 4 months)
In 2004 after getting married and having a son, Soames returned to China with Ogilvy where he managed the BAT China business as well as developing Ogilvy Action's shopper, experiential, field and trade marketing capabilities in China.
Chief Executive Officer
Timbuktu
August 2002 - April 2004 (1 year 8 months)
Post the Dotcom Boom & Bust of 1999/2000, Soames set up his own marketing consultancy (Timbuktu), working with a number of UK clients including The Times & Sunday Times (Andy Mullins) and UK retailer The Co-Op.
Chief Marketing Officer
Letsbuyit.com
United Kingdom
August 1999 - July 2002 (2 years 11 months)
In 1999, Soames shifted his career to focus on the exciting new world of the internet and digital marketing. He left J. Walter Thompson to join Swedish internet start-up LetsBuyIt.com as European CMO and launched the brand across 14 European markets in 6 months. LetsBuyIt.com went on to become Europe’s largest online retailer during the Dotcom boom of 1999-2000 with over 1 million members and sales of US$ 1m per week. The company went on to successfully IPO in June 2000 and the US$ 150m launch campaign won the Euro EFFIE 2000 Gold Award for E.Commerce and the New Media Age Grand Prix Award for Best Online Retailer (beating Amazon, Ebay and Lastminute.com). Soames created the Brand Idea himself and then worked with ex-creative partner Paul Leeves to produce the award-winning launch campaign. The European business was then pitched and awarded to AMV/BBDO under the care of Andrew Robertson (ex- Ogilvy London and now Global CEO of BBDO).
Global Business Director
London , United Kingdom
August 1997 - August 1999 (2 years)
Shortly after the Hong Kong handover in July 1997, Soames returned to the London with J. Walter Thompson to help manage the global Unilever and Diageo business. During this period, Soames worked directly with Keith Weed (ex-Unilever Global CMO) on several of Unilever’s global brands.
CEO, JWT Shanghai
Shanghai, China
March 1994 - August 1997 (3 years 5 months)
After setting up Lintas in Vietnam in 1993, Soames joined J. Walter Thompson in China and led a dream team that built JWT into the largest and most respected agency in China. JWT Shanghai became China’s No.1 billing agency (1996 HK4As) with 130 people and staff-turnover of less than 3% during the 3 year period 1994 to 1997.
Managing Director, Vietnam
Lintas
Vietnam
August 1993 - February 1994 (6 months)
Responsible for setting up Lintas' first agency operation in Vietnam via a partnership and memorandum of understanding with Vietnam Advertising Corporation.
Regional Business Director
Lintas
Hong Kong
July 1992 - June 1993 (11 months)
Regional client leader on Johnson & Johnson. Additional responsibility as Client Services Director of Lintas Hong Kong.
Regional Business Director
Lintas
Singapore
July 1990 - June 1992 (1 year 11 months)
Regional client leader on Johnson & Johnson. Additional responsibility as Client Services Director of Lintas Singapore.
Partner & Client Services Director
Tilby & Leeves London
United Kingdom
July 1988 - June 1990 (1 year 11 months)
In late 1988, Soames was enticed to leave Ogilvy to become a founding partner in an exciting new creative hot-shop, Tilby & Leeves (the former ECDs of BMP with creative legend John Webster). After the sale of the agency to the BDDP Groupe (TBWA). Tilby & Leeves won numerous creative awards in its first year of launch, most notably for its work for Oddbins.
Group Account Director
Ogilvy London
London, United Kingdom
October 1982 - June 1988 (5 years 8 months)
In the summer of 1982, Soames went to London to secure a job in one of the leading London agencies. He met with several agencies and was fortunate to be offered a position at Ogilvy & Mather, based in Brettenham House on Waterloo Bridge. He started in the Traffic department and after a year transferred to Account Management where he had the privilege of regular encounters with advertising legend David Ogilvy, an experience that had a profound impact on Soames’ beliefs and values.
Advertising Executive
Tibbenham Advertising
United Kingdom
July 1980 - September 1982 (2 years 2 months)
Soames was originally going to go to University to study journalism. A summer holiday job at Tibbenham Advertising in his home town of Norwich changed all that. On July 21st 1980, he joined Tibbenham Advertising as a trainee, one of the UK's oldest and most respected regional agencies.
Creative Vice President
Ogilvy Hong Kong
Hong Kong, Hong Kong

Education

Economics

September 2021 - September 2021 ()

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