Hasta La Creative!

Richard Lee, one of the most influential marketing execs in China, is setting up a content studio with two high-profile co-founders. The venture in Shanghai, called Frontier, is co-founded by Lee, Alex Xie and Tina Wang, and is being pitched as a one-stop shop with expertise in marketing, entertainment, creative and media.

Lee, who left PepsiCo early this year, had been instrumental in shaping the food and beverage company’s branding, including oversight of a huge annual Chinese New Year campaign that blends viral entertainment, music, celebs and charity. That campaign, called “Bring Happiness Home,” is 6 years old and counting.

The launch of Frontier echoes similar moves by two top U.S.-based marketing execs. Brad Jakeman, the president of PepsiCo’s global beverage group who oversaw the marketer’s in-house content creation arm, is starting his own consulting firm. And Jonathan Mildenhall left his role as Airbnb’s chief marketing officer to set up a brand consultancy.

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