HONG KONG — WPP company Superunion has announced it is entering its next stage of growth following a new studio opening in Shenzhen, its fourth in the Greater China region, coinciding with the company’s 20-year anniversary in China. The new studio’s founding clients include Tencent, Riot Games, Vivo and Vanke Nantou City, and will be led by Monica Lee, Superunion Asia Chair, and Maggie Chien, Business Director.
As the company’s footprint and expertise expand, it is becoming a business not constrained by a specialism, instead acting as a creative partner for the region’s and the world’s biggest businesses across multiple sectors, helping them create meaningful value and change for their audiences and society.
Notable clients that reflect the changing nature of its work include Tencent, helping to communicate its next generation of products and entertainment platforms, and partnering with Riot Games to celebrate the 10th Anniversary of League of Legends China. Additionally, Superunion is working with Vanke on the creative transformation of Nantou City, known as the ancient city of Xin’an and located at the heart of Nanshan District in Shenzhen.
Across Asia, Superunion counts HSBC, Lazada, Shangri-La, Vivo and McCafe as clients, working on a wide variety of assignments.
Benedict Gordon, CEO of Superunion Asia, said: “Clients no longer see us as constrained by a specialism, but as a partner that can help them with a wide range of needs in order to create meaningful value and change for their audiences and society. Our ethos revolves around being a revolutionary creative company and the Greater Bay Area (GBA) is very much where many of China’s revolutionary creative businesses are born, providing incredible opportunities for us in areas like technology, AI and biotech. Superunion is the first brand company to have a presence across all of Greater China’s major geographies, including Beijing, Shanghai, Hong Kong and now Shenzhen, so this is an exciting and symbolic milestone for us.”
Monica Lee, Chair of Superunion Asia, said: ”Technology and innovation now underpins the GBA, which will become our region’s version of “Silicon Valley”. We have a laser-focused vision to build our presence amongst these new tech companies, who are looking to stamp their name not only in China but globally. They now account for more than 25% of the new tech businesses in the region, and that number is still growing.
“The common theme with these businesses is their ambition to embrace new ideas. They are no longer looking for traditional agencies who offer standard services – they want partners who can grow with them, and we are perfectly positioned for this.”
Gordon added: “Brands now understand and embrace this change and especially in a post-pandemic world, want to make an impact. Businesses really succeed when they integrate business goals and ambitions with a clear brand strategy that they bring to life. This is where Superunion has really come into its own and where we see the opportunity for further growth, globally.”