We Are Social heads to BlueFocus home China

We Are Social, now part of China’s BlueFocus Communications, is heading homewards by opening a new office in Shanghai.

The agency has recruited Pete Lin, formerly general manager of Gravity Group Asia, as managing director and former AKQA associate creative director Ying Chang (both below) to lead creative. Launch clients include L’Oreal.

Managing director Lin says: “The social landscape in China is maturing, platforms are becoming more sophisticated and brands are increasingly seeking tangible benefits from their social presence in China.

“While there are obvious differences between social media in China and the West, We Are Social’s focus on human insight and creativity, not platforms, translates in any market. We’ll bring this approach to the Chinese market, and with it, we’re confident we’ll attract forward-thinking brands and the best talent to service them.”

We Are Social founder and global MD Robin Grant says: “China is an extremely important market for our global clients, but just as importantly, is increasingly leading the way in social media innovation. It was clear we needed to establish a presence here.

“Our global experience and the success of We Are Social’s approach of putting social thinking at the centre of our clients’ marketing strategies will be hugely beneficial to brands in China. Our expertise combined with the unparalleled local knowledge of Pete and his team is an impressive combination; one we’ve already seen resonating with brands even at this very early stage.”

BlueFocus is listed on the Shenzhen stock exchange and is China’s largest marketing services group.

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