About me

Daniel Cheng, a Boston native, has been a driving force in Shanghai's advertising industry for over 15 years. After leaving LVMH in 2013, he founded Metric Design Studio (MDS), an award-winning agency that has worked with over 200 global brands. In 2023, MDS pivoted to specialize in hospitality and tourism digital marketing, focusing on attracting Mainland Chinese travelers. Today, the agency collaborates with some of the world's leading hospitality groups, including Marriott International, Accor, IHG, Hyatt Hotels & Resorts, and Minor Hospitality. MDS, now a team of 20, has offices in Shanghai and Singapore.

Recognized for his industry leadership, Daniel was named to Campaign Asia-Pacific's 40 Under 40 in 2023, placing him among the region's top marketing and advertising executives.

Beyond advertising, Daniel co-founded Mimosa Productions in 2021, a company dedicated to Asian-led English-language film content. Mimosa has partnered with Beach House Pictures, Inceptive Films, Vicinity Studio, Anna Barbara Films, and other leading studios on multiple co-productions. He is represented by David Unger of Artist International Group.

Daniel holds a . from the University of Massachusetts Amherst, an MBA from Imperial College Business School in London, and a Producer's Certificate from UCLA's School of Theater, Film & Television.

Daniel's achievements

Creativepool Annual

Listing of award wins in Creativepool's awards

Annual 2022

Malaysia Healthcare Integrated Marketing Shortlisted Digital

Judging

Daniel Cheng has sat on the Creativepool Annual jury.

Annual 2025 Judge Small Agency of the Year

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