A London native, Arthur took a unique path to becoming one of China’s most influential creative leaders. Graduating in Physics and Philosophy from the University of Oxford, he spent time as an investment banker, ski instructor and a professional musician – all before finding his way into a creative department.
Over the past 20 years, Arthur has been responsible for some of the most talkworthy and best loved advertising campaigns in China. With an obsession for storytelling and borderless experiences, Arthur has pioneered formats and has been at the leading edge of China’s branding scene and its influence on popular culture.
A long-time collaborator with Mars Inc., his Extra Gum Flavours of Life series transformed a global strategy into a China’s first micro series, loved by generations of Chinese consumers. His work has always strived to be format-breaking, notably creating China's first TVC Musical, China’s first crowdfunding hack and the world's first short film produced by a crowdsourced all-female crew. Arthur was also responsible for developing the first truly global Snickers campaign with Mr. Bean, in collaboration with AMV BBDO in London.
Beyond Mars, he has helped the growth of famous international brands in China including Mercedes-Benz, Budweiser, Pepsi, Gatorade, Caltrate and more, with work picking up accolades along the way. His recent acclaimed work on the Harbin Sit-pack packaging design received multiple golds in regional and international shows, both for creativity and effectiveness.
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