Our People

James
Bay

Managing Partner Commerce, Greater China

Shanghai LEADER James Bay

Office

  • China

James leapt from the tiny island of Singapore into the world of e-commerce during its infancy in the dot.com era, conceptualizing and building commerce sites from the late 1990s before moving into the world of advertising creative.

A 20-year digital veteran who wasn’t satisfied with only creating interactive advertising campaigns, for James advertising had single purpose: driving business results.

The former Executive Creative Director was a very different type of creative – a ‘Business Critical Creative’ who wasn’t obsessed about Cannes but winning ROI and innovation awards for work focused on driving conversion for brands.

Approaching solutions from both left and right brain, marrying strategic business thinking with innovative creative ideas, James’ approach resulted in a perfect fit for the unique Chinese landscape, where e-commerce is much more than just an online sales channel.

In his eight years in China, James launched the commerce presence for a portfolio of top global brands including Nike, Converse, Procter & Gamble, Estee Lauder, La Mer, MAC Cosmetics, Tom Ford, Wyeth, and Bacardi, many of which are regarded as best-in-class brands in Chinese e-commerce.