WPP firm Superunion is opening a brand new studio in Shenzhen, which is its fourth workplace within the Better China area. The brand new workplace will likely be led by Monica Lee, Superunion Asia chair, and Maggie Chien, enterprise director.
2021 marks the twentieth anniversary of Superunion in China, and the brand new studio expands Superunion’s footprint in Better Bay Space (GBA), with founding purchasers corresponding to Tencent, Riot Video games, Vivo and Vanke Nantou Metropolis.
Monica Lee
Superunion is working with Tencent to speak its subsequent technology of merchandise and leisure platforms. And within the Better Bay Space, Superunion is working with Vanke on the artistic transformation of Nantou Metropolis, an historical metropolis situated on the coronary heart of Nanshan District in Shenzhen. Throughout Asia, Superunion additionally has purchasers corresponding to HSBC, Lazada, Shangri-La, Vivo and McCafe.
“Our ethos revolves round being a revolutionary artistic firm, and the Better Bay Space (GBA) could be very a lot the place lots of China’s revolutionary artistic companies are born, offering unbelievable alternatives for us in areas like know-how, AI and biotech,” Superunion Asia CEO Benedict Gordon mentioned in a launch.
In an interview with Marketing campaign China, Lee outlined the three new classes of manufacturers that Superunion is working with within the GBA and throughout southern China.
The primary class is “new know-how” corporations together with Tencent, Vivo and Riot Video games. “Actually, video games, networks, communications, web of issues, even synthetic intelligence and the brand new finance, all belong to the brand new know-how corporations,” she mentioned.
The second class is “new consumption”. “From magnificence to meals, like tea, or FMCG merchandise, these merchandise typically grow to be a success on the Web.”
The third class is “new tradition and new way of life”. “On this class, actual property corporations are actually remodeling from promoting properties to managing business properties,” Lee mentioned. “On this course of, actual property corporations will present providers and talk with the viewers, corresponding to Nantou Metropolis”.
Lee used a metaphor to clarify the scenario of many new manufacturers out there that turned out to be “meteors”. Actually, all new manufacturers hope to be “stars shining a few years within the sky”.
Launching increasingly new merchandise shouldn’t be a workable answer for brand new consumption manufacturers. She believes that manufacturers from the brand new consumption class should stability the current and future, by “launching advertising campaigns with consciousness, sharing model tales, and creating a really branded expertise”.
Nantou Metropolis, Shenzhen