HONG KONG – Mindshare has hired Alfred Cheng as the new deputy leader for Mindshare Hong Kong. He will also be leading the HSBC team. Alfred has over 20 years agency experience in Hong Kong. He joins Mindshare from Starcom MediaVest where he was the regional director on Richemont (which owns 15 luxury goods brands). In the duration of his career, Alfred has worked across several categories on clients including Citibank, Sony, DHL, Colgate-Palmolive, Campbell’s Soup and more. Mindshare hired Alfred to front Mindshare’s adaptive strategy and also to take the HSBC team to the next level by diversifying Mindshare’s offering to the client. This move was made following the recent global HSBC review won by Mindshare for media planning and buying. Paul Gibbins, Leader of Mindshare Hong Kong, said “Alfred has previously worked in another GroupM agency so it’s good to have him back in the family. He’s got category and industry experience, has worked on both regional and local clients and is an experienced team leader. I am confident he will be able to leads the HSBC team to even greater heights.” Alfred said, “I am thrilled to be part of this energetic team. I look forward to working closely with our clients and bringing in new creative media and communications solutions for them.” Mindshare has worked with HSBC for over seven years in Hong Kong. In a recent campaign, ‘Dine and Fly’, HSBC pioneered an adaptive search campaign by leveraging Yahoo! data – the first adaptive search campaign ever done in Hong Kong. This campaign revolved around user-generated search queries on the Yahoo! engine. More about the campaign here.