McLaren Automotive appoints agency to lead communications in China

McLaren Automotive has appointed WE Red Bridge as its communications agency of record.

The agency is tasked with supporting the automaker's growth in China by increasing brand equity and exposure in the country. The agency won the account after a pitch and believed that its strong sector knowledge and passion for the industry were crucial factors in the appointment.

Nicky Wang, CEO of WE Red Bridge said, "Out extensive experience in the luxury, lifestyle and automotive industry was a point of differentiation for WE Red Bridge. This new partnership with McLaren will see us combine our sector experience and leading engagement toolkit of integrated communications, creative planning, consumer insights and analytics to fuel the automotive brand's growth in China."

Currently, WE Red Bridge is working with a number of automotive clients, including ICONIQ, MINI, Rivian and W Motors.

Wang joined the agency as CEO for China in January 2022 and succeeded CEO Penny Burgess who transitioned into the role of executive chairman for China. Wang took up the position from 1 January 2022 onwards. She joined the agency, known as Red Bridge Communications, in 2009 as managing partner alongside Burgess. Wang most recently served as WE Red Bridge's managing director and head of strategy, spearheading the agency's integrated capabilities expansion in creative, digital, insights and analytics and planning. According to the agency, Wang was known for building long-lasting client partnerships. She has led teams that deliver creative, integrated campaigns that drive business results.

Coinciding with Wang's move to CEO, Burgess stepped into the role of executive chairman for China. In this position, Burgess supports Wang and the WE Red Bridge leadership team through the transition, handling day-to-day business operations and continuing as a senior advisor to WE Red Bridge clients. Following the 2017 merger between WE Communications and Red Bridge Communications in China, Burgess led the integration of the two businesses and the subsequent restructuring of the combined agency to provide expanded integrated services to clients across China in the consumer, technology, healthcare and corporate sectors.

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