Independent agency, Across the Pond, is expanding into Greater China with the appointment of Li Wei as Managing Director for the region.
From her Shanghai base, Wei will work in partnership with other agencies in the network. The agency was established in London in 2009 and has since grown to include offices in San Francisco and Singapore.
Wei previously held roles including Head of Production at ImagineX Group, a brand management and distribution company for international luxury, designer fashion and lifestyle businesses, and Head of Development at Beijing-based production company, Mandarin Film Production. She has executive produced award-winning documentaries about China for BBC, Amazon Prime and Tencent.
“Li Wei is the perfect candidate to lead our expansion into Greater China. Her diverse background and experience means she knows how to think strategically about our clients’ businesses as well as knowing exactly what we need in order to deliver on our mission to make the complex, human,” said CEO and Founder of Across the Pond, Julie Cohen.
“She’s also extremely sharp, curious and a pleasure to be around. I’m just so delighted to welcome her on board.”
Wei will work closely with Across the Pond’s APAC headquarters in Singapore and align with business strategy driven by the global HQ in London. The agency’s clients include Google, Expedia, Facebook, and Chinese electronics company, Xiaomi.
“Having worked with some of the team at Across the Pond on Google projects, I am so thrilled to join the ATP family officially, with the mission to work with Google Greater China as well as setting up new teams and exploring new business opportunities here,” said Wei.
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