China – Sunny Zhu has been appointed as the general manager of the Shanghai office of the international creative agency We Are Social. Zhu’s responsibilities in this position include managing daily office operations and leading clients’ strategic expansion initiatives.

She formerly held the position of business unit director, and is now a general manager. In her new position, she will continue to work with companies like Google, Ferrari, and Korean Air while also focusing on regional growth and working with a team of 40 people. 

She joined We Are Social in 2016, and Zhu now reports to Tristan Qin, China Region EVP, with an extended scope of responsibilities. This encompasses leading the agency’s strategic initiatives and managing internal training and development programs throughout the organisation.

Speaking about her new role, Zhu said, “The team in Shanghai has been growing in recent years, and I’m excited to be part of a dynamic business that’s making great creative work. There’s a great spirit of collaboration and innovation, and in this next chapter, I’m looking forward to leading the team and driving results for clients.” 

Meanwhile, Pete Lin, CEO of North Asia, said, “Sunny has always stood out as an ambitious and talented leader, and over the years she has become a driving force and positive influence within the agency.” 

He added, “We’re excited to see how Sunny will help accelerate the growth of the Shanghai office as it becomes a dominant force in the Chinese advertising landscape.”

Shanghai, China – WPP global design agency Design Bridge and Partners, has partnered with Kungfu Pu’er Tea, a producer of fine tea in Yunnan, to refresh its brand positioning, identity and packaging design system.

The partnership resulted in a new brand positioning and design system created by Design Bridge and Partners, which reinvents Kungfu Pu’er Tea as a wellness lifestyle brand made for ‘urban knights’ and designed for a new generation.

Furthermore, the rebrand aims to connect contemporary audiences with the ancient tea-drinking tradition. The new branding specifically celebrates the notion of tea as the “antidote” to the overwhelming, fast-paced lifestyle of modern society.

With the brand statement, ‘drink with the world and live a transparent heart’, the visual identity is inspired by the spirit of Chinese martial artists and  kung fu warriors, a symbol of living life with a pure heart dedicated to others.

The swordsman logo of Kungfu Pu’er tea has also evolved from the traditional Chinese Wuxia knight to a contemporary marque,  and the visual language for packaging and communications is formed as an artistic reinterpretation of Chinese traditional watercolor paintings, calligraphy, sculpture, rice paper and seal carving textures, reaffirming the spirit of ancient Wuxia knights and tea culture in the brand expression.

Kungfu Pu’er’s new identity will be adopted across communications and sales channels, and products with the new look and packaging are now on sale on TMall and JDMall stores.

Shanghai, China – McCann Relationship Marketing (MRM) has announced that Jonathan Beh has joined the agency as its chief executive officer for China. The appointment takes effect on September 1, as he will be reporting to Ghassan Harfouche, president at McCann Worldgroup Asia Pacific.

He was recently the CEO of Kinesso & Matterkind China, and brings into MRM a diverse lineup of hands-on experience of both programmatic and performance marketing, across multiple sectors including automotive, banking and finance, consumer electronics, retail e-commerce, as well as the media and entertainment sectors.

Prior to the aforementioned roles, he spent several years with WPP’s GroupM agencies and other networks.

Speaking on his appointment, Beh said, “I have long admired the work of MRM and their mission of helping businesses grow meaningful relationships with people. MRM operates at the intersection of creativity, strategy, technology and data, I and am looking forward to leading their talented China team to drive client business through transformative creative solutions.”

Meanwhile, Harfouche commented, “I am excited to have Jonathan onboard. His vast experience in data, technology and media, compounded by his deep understanding of client needs in China will add tremendous value to the offering of both McCann Worldgroup China and MRM China.”

Lastly, Kate MacNevin, global chief operating officer at McCann Worldgroup and global chairwoman and CEO of MRM, said, “I’m thrilled to welcome Jonathan to the McCann Worldgroup network. China is a hugely important market for MRM, as the world’s second largest digital marketing ecosystem, with over 3/4 of ad spend coming from digital media. Jonathan has an excellent track record in navigating this complex business environment and has the right skills and expertise to take our business to the next level.”

Beijing, China –  Mastercard announced that its cardholders can link their cards to WeChat Pay, or as it’s known locally, ‘Weixin Pay’, a mobile payment service within the WeChat app, as a new payments option that further improves the digital payment experience of foreign visitors to the country.

Expanding on a partnership established in 2019 that offers enhanced digital payment solutions, the latest development gives Mastercard full access to WeChat Pay’s merchant network in China and provides a safe and convenient way for international travelers to pay when traveling around the Chinese Mainland.

The extended merchant network includes categories such as dining, transportation, shopping, accommodation, and more. International travelers with Mastercard cards can now utilize multiple payment methods through the app, such as QR codes, payment codes, mini programs, and in-app payments.

In their press release, Mastercard stated, “For merchants, especially small and medium-sized enterprises, the Weixin Pay-Mastercard tie up gives them more opportunities to transact with international travelers who now have access to one of the most widely accepted payment methods in China, allowing them to get around easily, without hassle.”

Singapore –  Xiaohongshu (Red), a lifestyle-sharing site in China has appointed Nativex to be its official cross-border marketing agency, enabling brands and developers from around the world to benefit from user growth on the platform.

By using the user-generated content (UGC) capability, Xiaohongshu provides brands and developers with an engaging and authentic avenue for connecting with users, encouraging engagement, and creating brand identities. With its user population, engagement rates, user loyalty, and influence, the platform has grown to be a destination for many brands.

Nativex is able to provide digital marketing solutions for brands and developers thanks to their knowledge of Xiaohongshu’s user demographics and behavioural patterns. This knowledge enables them to engage audiences, increase user engagement, and experience company growth. Nativex gives its clients the tools they need to maximise their presence on the platform and achieve this by utilising this knowledge.

Speaking about the collaboration, Yuan Lang, head of Xiaohongshu’s commercial channels, said, “Nativex has garnered the trust of numerous global brands and developers through its professionalism and innovative approach. We eagerly anticipate partnering with Nativex to cater to an even wider spectrum of international brands in the future.”

Meanwhile, Cheryl Huang, senior vice president of Nativex, expressed, “Nativex is thrilled to apply our professional expertise and vast experience to support brands and developers in harnessing the immense user base of Xiaohongshu and attaining commercial success in the Chinese market. Whether the objective is to boost brand visibility, promote products, foster user engagement, or drive sales growth, we are dedicated to delivering tangible results.”

Shanghai, China – McCann Worldgroup China has announced the launch of its dedicated influencer marketing business unit. The new division aims to improve integrated marketing campaigns by combining creativity and influence through unique marketing tactics. 

It has also appointed Eve Rong to take the lead in said position as influencer marketing director, whose background spans entertainment journalism, copywriting planning, public relations, and business positions in the advertising industry. Before joining McCann, Rong served as the director of artist coordination for a variety show production company, where she played a pivotal role in the success of popular shows like The Voice of China and Street Dance of China.

With the ever-expanding Chinese social media ecosystem, influencers have emerged in every field, and brands are keen to leverage their impressive consumer following to enhance their marketing efforts.

McCann Worldgroup China’s dedicated Influencer Marketing unit offers an entertainment marketing resource and access to a large and ever-expanding pool of opinion leaders. Furthermore, it provides a high level of strategic thinking and vision to maximize the effectiveness of utilizing Key Opinion Leaders (KOLs).

Shun Wu, managing director of McCann China, expressed the need for diverse solutions in today’s evolving marketing landscape. She emphasised the growing importance of influencer marketing and the expertise that McCann brings to this field. 

Wu also believes that by embedding influencer marketing into the planning stage of marketing campaigns, McCann aims to breathe innovative life into executions and achieve exceptional client results. Moreover, Wu remarked that with Rong at the helm, McCann Worldgroup is poised to establish influencer marketing as a core competency, driving market success.

China  China Duty Free (cdf) Haikou has unveiled a new shopping centre in partnership with WPP’s Design Bridge and Partners. The ongoing collaboration can be seen in the development of its distinctive visual identity and fascinating environment. The brand’s dreamy presence will be retained while establishing a comprehensive ‘one-stop duty-free leisure destination’ with the updated brand design.

Design Bridge and Partners came up with a concept that goes beyond standard browsing after taking into account the changing expectations of Chinese consumers. The “Ultimate dream island” concept is employed to create a refined and energising shopping experience.

The cdf Haikou retail shopping experience fosters a link between reality and fantasy by mimicking a live island suspended between the skies and the sea. Visitors get a chance to explore the enchanted “Ultimate Dream Island,” travelling from the ocean’s depths to the ethereal skies and entering another dimension.

Moreover, the 280,000 square metre cdf Haikou International Duty Free City Shopping Complex lies on the west coast of Haikou City, Hainan. It provides people with a wide range of luxury products, tax-free dining and shopping experiences, as well as special online/offline premium membership services. The primary visuals for cdf Haikou’s grand launch integrate with the duty-free areas while evoking Peter Pan’s Neverland and emphasising the marine and natural aspects of the city. 

Design Bridge and Partners came up with a concept that goes beyond standard browsing after taking into account the changing expectations of Chinese consumers. The “Ultimate dream island” concept is employed to create a refined and energising shopping experience.

The cdf Haikou retail shopping experience fosters a link between reality and fantasy by mimicking a live island suspended between the skies and the sea. Visitors get a chance to explore the enchanted “Ultimate Dream Island,” travelling from the ocean’s depths to the ethereal skies and entering another dimension. Moreover, the complex’s virtual setting is built to adapt and produce one-of-a-kind scenes that seamlessly merge with brand narratives, providing guests with limitless excursions and engrossing tales to explore.

Nikki Lin, managing director at Design Bridge and Partners China, said, “This project is a perfect example of revolutionary design and how our teams create experiences based on consumer insight and brand ethos. Design becomes the heart of the story with the power and ability to connect touchpoints,” 

“We are now working closely together with China Duty Free on a few projects, including the rebranding of CDF group and the membership branding, which will continuously enhance our long term partnership,” he added.

 Beijing – Following a required pitch evaluation, BMW China has officially announced TBWA\China as its lead agency. To ensure the delivery of an improved brand experience, TBWA China, BMW’s many marketing divisions, and other agency partners must work closely together under this new role.

Joanne Lao, CEO, TBWA Greater China, said, “It’s truly an honour to continue our relationship and partner with BMW for another five years. Together we have challenged category norms to build brand love amongst Chinese consumers. We are excited to continuing to work together to heighten the brand’s success in an ever-evolving market landscape.”

As the initial contract was about to expire, TBWA won the contract renewal with BMW China. The new agreement extends the collaboration between the two businesses from July 2023 to June 2028 and includes a 3+2-year extension option in case it needs to be extended further.

Stephane Koeppel, VP brand and marketing, BMW China, commented, “In China, we’ve been committed to remaining truly relevant to Chinese consumers, becoming a part of local culture while continuing to build on our global heritage. As we continue our journey with TBWA China, we look forward to delighting audiences with work that builds our brand and business.”

Shanghai, China – Ogilvy has announced that Jack Yin has been appointed as the new president of Ogilvy Experience in China.

In his new role, Yin will bring together Ogilvy‘s expertise in customer interaction, commerce, marketing technology, analytics, CRM, loyalty, and digital innovation in this crucial job. 

Jack formerly served as Sapient’s managing director for China, bringing a lot of experience in engaging with well-known international and local businesses to provide personalized experiences on a big scale. His experience includes high-tech, automotive, travel, and consumer packaged goods. Prior to joining Sapient, Jack had senior positions at PWC, Dell, Alcatel-Lucent, Accenture, and Deloitte. Jack is an experienced professional in his area, with over 25 years of broad experience in digital technology, user experience design, and integrated digital operations.

Chris Reitermann, chief executive officer for Ogilvy Asia and Greater China said, “In today’s ever-evolving market landscape, particularly with China leading as the most digitally advanced market in the world, we recognize significant opportunities to collaborate with our clients on their transformative journeys and further expand and expedite our offerings in this space. Jack’s extensive experience in China will empower us to fully leverage our strategic and creative capabilities and deploy them across the Chinese digital and technology ecosystem.”

He added, “I am thrilled to extend a warm welcome to Jack as he joins Ogilvy. With his exceptional passion and leadership, I am confident that he will spearhead the evolution of our agency’s offerings, employing cutting-edge practices to elevate our Experience business to new heights.”

Meanwhile, Krishnan Menon, president of experience for Ogilvy Asia, commented, “Jack’s leadership, expertise and experience is an important and welcome boost to the team. He will make the most of the power of the Ogilvy network, and the deep tech and data capabilities within it, to deliver meaningful digital experiences, omnichannel CRM, loyalty programs & continuous commerce and create impactful relationships between brands and consumers across the China market.”

Speaking on his new role, Yin said, “Ogilvy is an iconic company that I have admired for many years, one that is constantly pushing creative boundaries and innovating to create impact for clients. In China particularly, Ogilvy has an exceptional value proposition that empowers us to facilitate clients’ growth through harnessing the power of creativity, brand expertise, and a deep understanding of customer experience (CX). I am extremely honored to have this opportunity collaborating with a diverse group of talented individuals and experts to nurture our existing client partnerships and foster exciting collaborations for the future.”

Shanghai, China – Advertising agency McCann in Shanghai has been appointed by multivitamin brand Centrum to handle its strategic and creative communication in China until 2024. This comes ahead of Centrum’s 30th anniversary in the market.

Shu Wu, managing director of McCann China, said, “McCann has always been dedicated to helping brands earn a meaningful role in people’s lives, and Centrum has provided us with an excellent opportunity to showcase our strength in the field of healthcare.” 

Wu added, “Together, we will help Centrum to resonate more deeply with consumers through more emotional and personalized communication, so Centrum will become the top-of-mind brand for people when buying healthcare products for themselves or their family”.

To celebrate their 30th anniversary in China, Centrum plans to upgrade their brand image, as well as establish and strengthen its reputation as a daily health empowerment brand for Chinese consumers.  

Since its entry into the Chinese market in 1993, Centrum has been a leader in the multivitamin category, enjoying widespread popularity and an excellent market reputation. With the nation’s rapid economic development and corresponding lifestyle changes, the Chinese people’s focus on healthcare has evolved to place more care into daily health management.