WPP Media China chief executive Rupert McPetrie will step down from the role at the end of June. The network has named Shiseido China’s senior vice president, Tina Chen as his successor. Chen will report to Mark Patterson, global president of markets and business operations, WPP Media.
McPetrie and incoming chief executive Tina Chen will serve as co-CEOs from for a three-month period from March 30 to ensure client transition. McPetrie will then move on to pursue other opportunities within the WPP network after June 30.
McPetrie most recently served as CEO of WPP Media China, a role he has held since May 2025, after leading GroupM China as CEO from February 2024. Earlier, he was APAC CEO of EssenceMediacom following the merger of Essence and MediaCom in 2022, and briefly served as APAC CEO of MediaCom that same year.
He previously spent more than seven years as CEO of MediaCom China (2015-2022), one of the longest tenures among WPP agency leaders in the market. He began his career at Zenith Media in the late 1990s.
“Leading WPP Media in China over the last two years has been one of the greatest privileges of my career,” McPetrie said. “I am immensely proud of what this team has built. We have stabilised and grown the business in one of the world's most exciting and competitive markets, and every person in this organisation has played a part in that. I am delighted to welcome Tina to WPP Media and the expertise she brings in digital transformation, strategy, and innovation in China is exceptional, and I am confident that the business and its people are in outstanding hands.”
Chen joins from Shiseido China, where she spent five years as senior vice president. Initially appointed chief digital officer, she led a broad digital transformation programme built around consumer-centric and data-driven strategies, spanning consumer insights, digital media and marketing, ecommerce and social commerce incubation, data platforms and AI initiatives.
Her role later expanded to chief digital and strategy officer, with responsibility for regional growth strategy and the company’s transformation roadmap.
Before joining Shiseido, Chen had a stint at Accenture in Greater China as managing director of digital transformation and new retail industry lead. She has also held senior roles at Commonwealth Bank of Australia and insurance major AIA Group, and earlier in her career worked at Boston Consulting Group and design consultancy IDEO.
Announcing the leadership change, Mark Patterson, global president of markets and business operations at WPP Media, said:
"We are thrilled to welcome Tina to WPP Media. She brings an exceptional depth of expertise in digital transformation, innovation, and growth strategy in the China market, and exactly the kind of leadership we need for the chapter ahead. I also want to extend my sincere thanks to Rupert for his outstanding contribution over the last two years and across more than a decade of leadership in China and the Asia Pacific region. He has done tremendous work to strengthen our business in this market, and we wish him well."
Commenting on her appointment, Chen said: “I am thrilled to join WPP Media China, in such an important capacity, in such a dynamic market, in the Year of the Horse - a symbol of speed, energy and strength. We will race forward together, pursuing marketing and commercial excellence, and sharing our success with clients and partners alike.”
Source: Campaign Asia-Pacific
