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.
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.
CEO
Head of Corporate and General Manager, Beijing
Director, Technology
Head of Digital
Group Account Director, Healthcare
Group Account Director, Brand
Head of People & Operational Excellence
Creative Partner
Group Account Director
Communications plays a key role in today's pressing challenges, and our thought leaders are always focused on what's next.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
How can brands make their purpose pledges real? Our 2022 findings and whitepaper The Bravery Mandate: Make it Real reveals key strategies.
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.
How can brands navigate a world of motion, and what can they do to meet increasing consumer expectations? The answer: Fear less, do more.
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.
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.
The latest blogs from WE Red Bridge.
March 25, 2024 - Tony Zhang, Head of Corporate Practice, WE Red Bridge
February 29, 2024 - Martin Xu, Director, Technology, WE Red Bridge
January 22, 2024 - Nicky Wang, CEO, WE Red Bridge
Keep up with the latest from WE Red Bridge. Check out our press releases and activities in media.
In an age of skepticism, consumers seek authenticity. But ‘authenticity’ needs to be more than just a buzzword, says CEO, Nicky Wang.
CEO Nicky Wang shares how WE Red Bridge played a pivotal role in the popular retailer's expansion in China.
