McCann Worldgroup China unveils new influencer marketing business unit

McCann Worldgroup China has launched an influencer marketing business unit, which aims to help brands find the most suitable influencers to match their needs, as well as to leverage unique marketing tactics to deliver highly effective integrated marketing campaigns that combine both creativity and influence.

This new unit comes with the rapid expansion of the Chinese social media ecosystem, where influencers have sprung up in almost every field, according to the release. Having run campaigns such as KOHLER's “bathroom live-streaming show“, the agency found it is the right time to take influencer marketing up a step and increase its effectiveness by embedding it into the planning stage when developing a marketing campaign, according to Shu Wu, managing director of McCann China. "This will allow us to bring executions to life in innovative new ways, helping us to achieve even better results for our clients," said Wu.

The dedicated unit offersboth a strong entertainment marketing resource and access to a large and ever-expanding pool of opinion leaders, as well as a level of strategic thinking and vision to maximise the effectiveness of using KOLs.

Meanwhile,  Eve Rong (pictured) is appointed as influencer marketing director to lead the new division. In her new role, she will report to Wu. Rong started her career as an entertainment journalist for Satellite TV and worked as a copywriting planner in Taiwanese actor and composer Lee Tsung Sheng (李宗盛)’s studio, and later held public relations and business positions in two 4As advertising agencies.

Prior to this, Rong was the director of artist coordination in variety show production companies in China and was responsible for building shows such as The Voice of China (中國好聲音) and Street Dance of China (這！就是街舞). With her background and experience in entertainment, sports and culture, Rong has a strong network of celebrities, artists and influencers. According to the release, she is also adept at IP creation, resource integration, and exploring and developing innovative new ways of influencer marketing.

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Commenting on the appointment, Wu said: "Rong is extremely good at approaching marketing problems from her entertainment perspective, finding the best resources for the brand, and developing unique solutions together with creative people."

"A wave of creative influencer marketing can not only generate excellent marketing effects for the brand, but also enrich and improve the professional image of the celebrity or influencer. It’s a truly win-win situation, and I believe that under Rong’s leadership, influencer marketing will be one of the winning capabilities of the McCann Worldgroup in the market," commented Wu.

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