MVBMS Hires New CD on Evian

After a one-year hiatus, James Cheung, former copywriter on Evian at Messner Vetere Berger McNamee Schmetterer/Euro RSCG, returned to the shop last week as creative director on the H2O brand.

Cheung will oversee two creative teams and reports primarily to Michael Lee, a managing director and creative partner at New York-based MVBMS, who relinquished his daily duties on the estimated $10 million business to Cheung.

Cheung will also work as a senior cd on the Volvo account, a client that helped lure him back to the shop. “That was a big discussion point with Michael [Lee],” said Cheung, adding that Volvo is “being reinvented” as a brand with a more trendy, less boxy image.

“He’s a talented person who will continue the work he did on Evian and take Volvo to the level we’ve pinpointed for ourselves and the brand,” said Lee.

Cheung, who was with MVBMS for more than two years before leaving last August, worked on Evian’s “L’original” campaign. The ads, which launched in 1998, sought to show how refreshing the water is with images of a bartender serving Evian or a woman bathing in it, among others. He also worked on this year’s Evian ads, which feature an angel pouring the water from fluffy, white clouds, before he left.

During his time off, Cheung traveled and freelanced in the U.S. and his homeland of Hong Kong. Before MVBMS, he was a freelance copywriter and cd living in Port-land, Ore.

MVBMS has 630 staffers and claimed billings of approximately $1.4 billion in 2000. Other clients include Nestle and Intel.