About WE Red Bridge

WE Red Bridge is an award-winning consultancy that delivers growth for businesses in China. From our offices in Beijing and Shanghai, we combine holistic business understanding, agile planning, creative storytelling and digital know-how to help clients shape reputation and build high-value communities that achieve business growth in the world’s most dynamic market.

As a WE Communications company, our team’s expertise spans sectors and geography, making us local in focus and international in thinking. For more than 30 years, WE has built meaningful partnerships with clients and influencers, created work that connects with the audience’s head and heart, and moved people around the world to positive action. The company’s operations now span 20+ international offices, 1,300 employees and an ever-growing portfolio of global technology, health and consumer brands.


Meet Our Senior Teamraquo

At WE Red Bridge, we are a team of thinkers and storytellers united around a single mission of delivering growth for our clients. We create campaigns that get people talking and generate lasting impact.

Perspectives raquo

Communications plays a key role in today's pressing challenges, and our thought leaders are always focused on what's next.

Two Sessions 2024: Learnings and Analysis

Our annual advisory for foreign businesses captures China’s policy orientation for 2024 and assesses impact on the market. With sector-specific highlights across technology, health, and consumer for brands to thrive in the nation’s challenging yet dynamic market.

Brands In Motion 2023: ESG Means Business in China

WE’s 2023 Brands in Motion special report, “ESG Means Business in China,” takes a closer look at the evolution of ESG in China, and the key implications for B2B brands operating in the country — from generating awareness to converting sales.

Brands In Motion 2023—It's Personal: The New Rules of Corporate Reputation

Priorities are rapidly shifting in the communications world, and there is a gap between what consumers require of brands and what brands are delivering. WE’s research reveals how brands can maintain a strong corporate reputation amid consumer expectations that are immediate and personal.

B2B Tech MNCs in China: A Guide to Winning Market Entry Comms 2023

With major investment shifts and many executives reconfiguring their China operations, our new market entry advisory offers key considerations for corporates to succeed in the market, as well as some instructive examples of communications strategies by multinational companies that got it right.

China’s Gen Z: Unraveling Cultural Dynamics

How can luxury brands resonate with Chinese Gen Zers and appeal to their consumer preferences? This report offers a snapshot of the trends defining China’s Gen Z to gauge their influence on the local marketing landscape.

Brands in Motion 2023: Winning The Battle Against Green Fatigue

Nearly half of employees suspect their company of greenwashing to some extent. So how do you successfully communicate your sustainability promises and progress? WE’s research has answers.

Brands in Motion 2023—Healthy Reputation: More Than Medicine

Does corporate reputation inform healthcare professionals' decision-making? WE, in partnership with Sapio Research, surveyed more than 1,000 healthcare professionals to answer that question.

Two Sessions 2023: Observations and Recommendations for Business Leaders

To improve operational and marketing communication strategies in China, brands should analyze the lessons of the 2023 China “Two Sessions” and interpret the complex environment in which they were delivered. Here are our key observations about the meetings and recommendations for brands in China.

Update: How Are Students Talking About Overseas Study?

Through a series of interviews conducted between December 2022 and January 2023, we identified three illuminating trends in their responses, which educators should keep in mind as they plan their marcomms and recruitment strategies into 2023.

Why Product Marketing Is Crucial to Your Business

What exactly is product marketing and what impact does it deliver to companies? In this white paper, Martin Xu, our Director of Technology, sheds light on these questions to help businesses gain a competitive edge through product marketing.

Evolution and Opportunity in China's Overseas Study Market

What does China's overseas study market look like three years into a global pandemic? Kit Mention, who leads our education practice, shows how student expectations have evolved since 2019 to help foreign institutions optimize recruitment strategies in China.

Brands in Motion—The Bravery Mandate: Make It Real

How can brands make their purpose pledges real? Our 2022 findings and whitepaper The Bravery Mandate: Make it Real reveals key strategies.

Data Privacy Pulse

Consumers are more sophisticated and informed than ever before in their understanding of how brands collect and use their data. Brands must take a more engaging, proactive approach to communicating about data privacy.

Brands in Motion: The Bravery Mandate

How can brands navigate a world of motion, and what can they do to meet increasing consumer expectations? The answer: Fear less, do more.

China's Two Sessions 2022: An Executive Summary

As one of China's most significant political meetings of the year, "Two Sessions" provides an annual glimpse into the government's priorities and directives. This report examines some of the major talking points and policy implications on this year's agenda.

Is Your Brand Prepared for Its Next Consumer Rights Crisis?

World Consumer Rights Day, March 15, is a major event in China, as brands who run afoul of consumer protection regulations are outed on national television. Tony Zhang, our Head of Corporate Practice, shares how brands can strengthen their resilience for consumer rights issues and crisis management in light of this annual exposé.

B2B Tech in China Must Set the Foundation for Innovation

B2B tech decision-makers expect more than just innovative products from brands, writes Martin Xu, our Director of Technology. Discover three ways that brands can lay the groundwork for innovation to flourish.

Purpose in China: The Future Role of Brands

WE Red Bridge believes in using its gift of communications to move people to positive action. Find out what business leaders in China have to say about purpose as a business strategy and how brands can lead with purpose in China.

Blog raquo

The latest blogs from WE Red Bridge. 

MNCs in China Must Prioritize Internal Communications

March 25, 2024 - Tony Zhang, Head of Corporate Practice, WE Red Bridge

To Tell Your ESG Story, Think Digital

February 29, 2024 - Martin Xu, Director, Technology, WE Red Bridge

ESG is Now Essential to B2B Business Success in China

January 22, 2024 - Nicky Wang, CEO, WE Red Bridge

Winning Strategies for Agribusiness Communicators in China 2023

June 30, 2023 - Kit Mention, former Group Account Director, Corporate, WE Red Bridge

From Cribs to Boardrooms: What Parenthood Taught Me About Leadership

June 07, 2023 - Nicky Wang, CEO, WE Red Bridge

News raquo

Keep up with the latest from WE Red Bridge. Check out our press releases and activities in media.

Tony Zhang for German Chamber Ticker: Crafting a Winning ESG Narrative

Striking a balance between global and local ESG messaging is tricky, but essential.

Sentosa Appoints GOVT Singapore and WE Red Bridge as its Creative and Digital Agency Partners

Under the new appointment, WE Red Bridge will be working with GOVT as a consultant covering the China market.

Campaign Asia: ‘Pseudoscientific marketing’ or a bold innovation in quantum science?

In an age of skepticism, consumers seek authenticity. But ‘authenticity’ needs to be more than just a buzzword, says CEO, Nicky Wang.

Campaign Asia: Stretching Limits, Sculpting Success Lululemon Rises from Controversies to Cult Status

CEO Nicky Wang shares how WE Red Bridge played a pivotal role in the popular retailer's expansion in China.

Campaign Asia: The Growing Importance of ESG in China

B2B Messaging in China Needs to Be Local, Customer-Focused and Relevant to Resonate.

WE Red Bridge Study: ESG Imperative for B2B Success in China

New WE Red Bridge Research Finds B2B Brands Must Act On ESG Now or Risk Losing Out in China.