TEAM LEWIS launches Sino Global Practice to steer Chinese brands overseas

Global marketing agency TEAM LEWIS has introduced Sino Global Practice, 灵智营销, a dedicated service designed to help Chinese brands navigate international expansion. This offering combines local market insight with global expertise to ensure cultural nuances are preserved across diverse markets.

Drawing on the agency’s extensive network across APAC, EMEA, the UK, and the US, the practice leverages TEAM LEWIS’s strength in multi-region collaboration.

Inspired by the Chinese characters agility (梁) and wisdom (智), TEAM LEWIS combines adaptive strategies and data-driven creativity to guide brands through global expansion. 

By harnessing the strengths of our international teams, TEAM LEWIS ensures that Chinese brands reach new markets and continue building lasting connections with diverse audiences. 

This comes following the agency built extensive connections with several renowned Chinese brands. TEAM LEWIS was appointed lead strategic and creative agency for Chery Automobile, a subsidiary of Chery Group, and launched the Chery brand in the UK in September 2025. As lead agency for Haier in Germany, the team created integrated activation campaigns leveraging Haier´s sports sponsorship around ATP tennis tournaments. 

The agency partners with other leading Chinese brands including Ecovacs, OPPO, and supported Govee, iGarden and Jisulife at CES 2026, providing integrated communication services and brand storytelling. 

“Global expansion is complex for ambitious Chinese brands. Our role is to help them move at pace, with confidence. The SinoGlobal Practice brings together bilingual teams across key markets. We integrate strategy, creativity and execution to remove friction and delay. The result is faster decisions, smoother rollouts and meaningful global impact," Jen Wu, SVP, commercial operations, TEAM LEWIS. 

“Our extensive global footprint has made TEAM LEWIS a trusted partner for Chinese brands across a wide range of sectors seeking to expand into international markets. Guided by a “glocal” mindset and a deep understanding of how Chinese brands operate, we serve as both cultural translators and strategic storytellers, consistently delivering campaigns with real value, driving growth and impact at unmatched speed.” - Kate Kwan, managing director, Greater China region, TEAM LEWIS. 

MARKETING-INTERACTIVE has reached out to TEAM LEWIS for more information. 

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