MSQ’s Holmes & Marchant/Elmwood Appoints MediaMonks Caroline So as Managing Director

MSQ’s holmes&marchant/Elmwood has appointed MediaMonks’ VP of Client Engagement, Caroline So, as Managing Director in Shanghai. This follows MSQ’s announcement two weeks ago of its acquisition of Elmwood to merge with holmes&marchant.

So has held client service strategy and management roles for advertising agencies for the past 19 years and most recently for MediaMonks. She has extensive experience in Beauty and Spirits, working with clients like Unilever, P&G, L’Oreal and ABInBev.

She will lead China’s activities for one of the world’s top-tier design agencies. Along with the other studios’ Managing Directors (London, New York, and Singapore), she will be building upon MSQ’s digital and tech capabilities, bringing greater insight and channel-specific expertise to meet the needs of today’s leading brands in Asia.


“It is an exciting time for MSQ. I’m thrilled to be part of the leadership team, building MSQ’s multidisciplinary offering in China beyond branding and design to create truly integrated creative solutions for marketers”, says Caroline So.

Paul Galesloot, CEO of holmes&marchant/Elmwood added: “We couldn’t be happier to welcome Caroline into our recently enlarged family. Digital technologies and drive for customer-centricity have completely transformed the FMCG industry, especially in China. By combining our strengths in brand design with data, digital, and tech, we aim to help brands solve these challenges.

“Caroline’s experience in digital, data-driven marketing, content, and e-commerce will be an asset for our clients and our agency capabilities.”