I’m a freelance strategy director who’s worked in New York, Sydney, Beijing and Shanghai. I’ve helped some of the world’s most iconic brands make culturally impactful, commercially effective work. I like making ads that aren’t ads.
I’m a big believer that creativity is the key to driving business results, and that strategy's role is to inspire and bring depth to the creative process. Many of the projects here were sparked by an open conversation with clients and creatives, and fueled by deep research, hours of conversation with experts and consumers.
I've worked at some of the world’s most creative agencies like Droga5, Accenture Song, 72andSunny, McKinney, Marcel, Jung von Matt, Jones Knowles Ritchie, Fred and Farid.
I’m also a Chinese to English translator and work with brands in China to find their voice in English. In a past life, I translated long form journalism and celebrity profiles in The Guardian, The Atlantic, and China Digital Times.
Want to see more? Get in touch!
xcsong88@gmail.com
LinkedIn