WE Red Bridge today announced the appointment of four senior leadership hires to its expanding business. The new appointments conclude a year of restructuring since the announcement to merge Red Bridge with WE Communications last March, and reflect the agency’s focus on deepening its integrated expertise and specialist service offerings.
In Shanghai, WE Red Bridge has welcomed Candice Yeo as managing director, client services and business development, to drive new business and growth efforts, while managing senior relationships with key clients across the agency. Candice was previously managing director of Burson-Marsteller Shanghai and has over 20 years of hands-on communications experience, gained in-house and agency-side in both her native Singapore and China.
In this newly formed role, Candice will report directly to WE Red Bridge CEO, Penny Burgess, and work closely with fellow managing director, Nicky Wang, who broadens her role from brand marketing lead to head of strategy. Within this role, Nicky will be responsible for evolving the agency’s integrated capabilities in the areas of digital, creative and insights & analytics (I&A), while continuing to provide strategic consultancy to clients across the business.
In Beijing, Tony Zhang has joined WE Red Bridge as general manager. He brings over 12 years of integrated marketing, corporate and technology experience, having previously led Weber Shandwick’s integrated marketing communications (IMC) team. His focus will be to extend the Beijing office’s service offering and IMC capabilities.
Partnering with him will be Vivien Teo, Senior Director, Digital, who joins WE Red Bridge to lead the agency’s digital capabilities across China. Also based in Beijing, Vivien will provide strategic client counsel and further develop the agency’s specialist digital services. Prior to joining WE Red Bridge, Vivien led Ketchum’s digital team in China for over four years.
And finally, Wanda Wang joins as HR director responsible for the development and implementation of a progressive HR strategy to support the business. Previously working within TBWA and then Isobar China, Wanda brings a deep understanding of both the changing talent and industry landscape in China. In her new role, talent acquisition and staff development will be a key focus, as the agency looks to broaden the skills set of the team and career progression opportunities.
Penny Burgess, CEO, WE Red Bridge commented, “We have always fostered an agency culture that puts people at the centre – both in terms of the needs of our own people and those of our clients. Our new senior leadership team, and their respective roles, reflects not only our growth as a business, but our continual evolution as an agency committed to delivering client-centric solutions and fostering an environment that attracts leading talent.”
Penny continued, “WE Red Bridge has a strong point of view in the market stemming from the understanding that every brand is in motion – in order for companies to survive, they need to embrace change or risk becoming redundant. We are no different. As a mid-sized, independent though, we can be bold and meet the changing needs of our people and clients faster and more effectively than most. The strength of this extended leadership team, and our deviation away from a traditional practice structure, will only accelerate that ability. It’s our next chapter; we’re excited.”
Following the merger of WE Communications and Red Bridge in 2017, WE Red Bridge is now fully incorporated into the WE network. In the past 14 months, the business has extended its technology, brand marketing and corporate sector capabilities across both offices, while establishing a new healthcare team in Shanghai. With a focus on providing an integrated service offer rooted in insight and creativity, the merged business has secured significant client wins including Aesop, Air Belgium, Cardinal Health, Goodyear, iRobot, LaLiga and Scoot.