MSL HK names new executive director to bolster social-led growth

MSL Hong Kong has appointed Jojo Choi (pictured) as its new executive director, effective immediately. Choi will report directly to Miuson Chi, general manager and executive creative director of MSL Hong Kong.

Having joined MSL Hong Kong in April 2023 as director, Choi has managed key accounts including Cathay and HSBC. She was promoted to senior director in October 2024. In her new role as executive director, Choi will oversee agency operations, AI-led innovation, and financial stewardship to drive sustainable growth and consistently raise the standard of MSL’s work for Hong Kong and support select regional initiatives across APAC and globally.

This is an expanded leadership role, building on Choi’s existing remit, created to support the agency’s next phase of growth and transformation in line with Publicis Groupe Hong Kong’s vision. The promotion recognises Choi’s leadership in driving operational excellence, elevating client servicing, and building high-performing teams for flagship accounts. 

Chi said: “Choi has spent the past few years pushing MSL Hong Kong to raise its game operationally, creatively, and in how we show up for flagship clients, turning restless talent and bold thinking into work people don’t see coming but can’t ignore. In a social‑led agency that experiments with new forms of storytelling, her promotion to executive director is a natural step as we nurture leaders who push our vision further and shape our next chapter."

Choi said: “Social isn’t just where I started my career-it’s where I’ve seen the biggest shift in how brands connect with people. Today, it’s no longer an add‑on or an amplifier; it has the power to lead, shape narratives, and drive the entire communications journey.” 

“At MSL, we challenge the idea that communications should be confined to formats. Our social‑led approach is about building ideas from where culture and conversations happen, then scaling them across earned, shared, and owned channels. As we look ahead, this mindset will be central to how we help brands stay relevant, influential, and connected in an increasingly fragmented landscape,” Choi added.

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