McCann Worldgroup China Launches Creatively-Driven 'Influencer Marketing' Business Unit

McCann Worldgroup China has announced the official launch of its 'Influencer Marketing' business unit, which will not only help brands find the most suitable influencers to match their needs, but also leverages unique marketing tactics to deliver highly effective integrated marketing campaigns that combine both creativity and influence.

With the rapid expansion of the Chinese social media ecosystem, influencers have sprung up in almost every field. Attracted by the impressive consumer followers behind these influencers, brands choose their collaborators carefully, in the hope of boosting their marketing efforts.

Shu Wu, managing director of McCann China, said, "The marketing landscape has evolved so much today; it is a completely new era. As a result, the solutions that we offer to our clients for their brands have to be diverse. We all know that influencer marketing is becoming more and more important and this is a field in which we have a lot of expertise and as a result, a lot of tactics to share.”

Having successfully run campaigns like KOHLER's 'bathroom live-streaming show', which was an Effie award-winner in the category of ‘business breakthroughs’, we find it is the right time to take Influencer Marketing up a step and increase its effectiveness by embedding it into the planning stage when developing a marketing campaign. This will allow us to bring executions to life in innovative new ways, helping us to achieve even better results for our clients," commented Shu.

The dedicated Influencer Marketing unit offers both a strong entertainment marketing resource and access to a large and ever-expanding pool of opinion leaders, but also, a level of strategic thinking and vision to maximise the effectiveness of using KOLs.

Heading this new division is Eve Rong戎毅）.

Eve Rong, MW influencer marketing director

She started her career as an entertainment journalist for Satellite TV and  has worked as a copywriting planner in Lee Tsung Sheng (李宗盛)’s studio, and later held public relations and business positions in two 4As advertising agencies. Prior to this, Eve was the director of artist coordination in one of the largest variety show production companies in China and was responsible for building well-known shows like 《中国好声音The Voice of China》、《这！就是街舞Street Dance of China》. With her background and experience in entertainment, sports and culture, Rong has a strong network of celebrities, artists and influencers, but is also extremely adept at IP creation, resource integration, and exploring and developing innovative new ways of influencer marketing.

"Eve is extremely good at approaching marketing problems from her entertainment perspective, finding the best resources for the brand, and developing unique solutions together with creative people. A wave of creative influencer marketing can not only generate excellent marketing effects for the brand, but also enrich and improve the professional image of the celebrity or influencer. It’s a truly win-win situation, and I believe that under Eve’s leadership, influencer marketing will be one of the winning capabilities of the McCann Worldgroup in the market," commented Shu.