SHANGHAI — MSL has hired former Unilever exec Jun Xu to the newly-created position of Greater China CEO, the Holmes Report can reveal.

Xu joins the Publicis Groupe agency after spending the past two years as VP of sustainable business and communications for North Asia at Unilever. Prior to that, Xu held several corporate communications leadership positions at DuPont in Asia-Pacific, during a 15-year tenure with the chemicals company.

At MSL, Xu will report to Publicis Groupe Greater China co-CEO Michael Lee, and is charged with overseeing the PR firm's operations across China, Taiwan and Hong Kong, while also aiming to further integration with Publicis Groupe's sister agencies.

His arrival comes as MSL China MD Daisy Zhu prepares to depart the firm, after 15 years for "new personal and professional pursuits", according to an agency spokesperson. In addition, Hong Kong GM Terence Yam has also left to co-found a new consultancy under TKS Partners.

MSL Asia president Glenn Osaki is also based in Shanghai, where Xu will be located.

"Jun is a second-to-none master when it comes to building brands and reputation," said Lee. "It is great to have him on our team to further elevate MSL’s presence as the most trustworthy business partner for our clients at a local and global level."

Prior to moving in-house, Xu spent almost a decade with Burson-Marsteller, becoming the agency's first local Mainland hire before working across several other regional offices.

“As the MSL leader for Greater China, Jun Xu will play an important role in our global organization as we work to drive influence and build impact for our clients around the world," said MSL global CEO Guillaume Herbette. "His deep knowledge of the region along with experience as both a client and an agency leader give him a valuable perspective to share with our clients."