McCann Worldgroup China Launches Influencer Marketing Business Unit

Eve Rong has been appointed to head the new division.

McCann Worldgroup China has announced the launch of its “Influencer Marketing” business unit aimed at helping brands find the most suitable influencers to match their needs, while also leveraging 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 and, according to McCann Worldgroup China, the impressive consumer followers behind these influencers has made it essential for brands to choose their collaborators carefully, in the hope of boosting their marketing efforts.

“The marketing landscape has evolved so much today; it is a completely new era,” said Shu Wu, Managing Director of McCann China.


“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,” added Shu.

Eve Rong appointed to head the new division

Rong started her career as an entertainment journalist for Satellite TV and has worked as a copywriting planner in Lee Tsung Sheng’s studio, and later held public relations and business positions in two 4As advertising agencies. Prior to this, Rong was the Director of Artist Coordination in one of the largest variety show production companies in China and was reponsible for building well-known shows like The Voice of China and 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,” said Wu.

“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.


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