WPP Media names new China CEO as Rupert McPetrie steps down

WPP Media has appointed Tina Chen (pictured left) as its next chief executive officer for the China market, succeeding Rupert McPetrie (pictured right), who will step down from the role at the end of June. She will report to Mark Patterson, global president - markets and business operations, WPP Media. 

From 30 March, Chen and McPetrie will serve as co-CEOs, working closely together through 30 June to ensure a seamless transition for clients before McPetrie leaves to pursue other opportunities within the WPP network.

Chen's appointment brings deep expertise across corporate strategy and innovation, consumer insights, market intelligence, data and analytics, media and marketing, and eCommerce and social media, with sector experience spanning beauty and luxury, retail, FMCG, and financial services.  

Chen joins from Shiseido China, where she had been SVP for the past five years. She started as the company’s chief digital officer, leading end-to-end digital transformation centring around “consumer centric” and "data driven" strategies, covering consumer and market insights, digital media and marketing, corporate eCommerce & social commerce incubation, analytics and data platforms, as well as digital technology & AI innovation initiatives in the market.  

Later, her role expanded to chief digital and strategy officer, where she was also responsible for regional growth strategy and the transformation roadmap.  

Prior to Shiseido, Chen was managing director of digital transformation and the new retail industry lead for Accenture in Greater China. She also worked as general manager for strategy, digital banking and corporate communications for Commonwealth Bank of Australia and senior director, head of strategy, digital innovation, and planning for the insurance group, AIA.   

She excels in business design and transformation and began her career with consultancies including Boston Consulting Group, and the famous business design studio IDEO.  

Mark Patterson, global president, markets and business operations at WPP Media said: "We are thrilled to welcome Chen to WPP Media. She brings an exceptional depth of expertise in digital transformation, innovation, and growth strategy in the China market, and exactly the kind of leadership we need for the chapter ahead.” 

“I also want to extend my sincere thanks to McPetrie for his outstanding contribution over the last two years and across more than a decade of leadership in China and the Asia Pacific region. He has done tremendous work to strengthen our business in this market, and we wish him well."   

Meanwhile, Chen said: "I am thrilled to join WPP Media China, in such an important capacity, in such a dynamic market, in the Year of the Horse - a symbol of speed, energy and strength. We will race forward together, pursuing marketing and commercial excellence, and sharing our success with clients and partners alike."  

McPetrie said: "Leading WPP Media in China over the last two years has been one of the greatest privileges of my career. I am immensely proud of what this team has built. We have stabilised and grown the business in one of the world's most exciting and competitive markets, and every person in this organisation has played a part in that.” 

“I am delighted to welcome Chen to WPP Media and the expertise she brings in digital transformation, strategy, and innovation in China is exceptional, and I am confident that the business and its people are in outstanding hands,” he added. 

MARKETING-INTERACTIVE has reached out to WPP Media for more information. 

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