Olivia Parker
Jan 7, 2019

Superunion in Asia: A year in the life of a new agency

Brands may continue to reel work in-house, but as the agency celebrates its first year, CEO Benedict Gordon talks D&G, Chinese national pride and opportunities in the region that are ripe for the picking.

The artwork by Gianluca Crudele in Superunion's Hong Kong office

On the surface, not much has changed since five WPP brand and design shops merged into a new agency, Superunion, 12 months ago. In the Hong Kong office that was formerly Brand Union, the biggest agency in Asia to fold into Superunion, fresh signage is in place and a huge, bold new artwork by senior designer Gianluca Crudele, who moonlights as a Hong Kong street artist under the name Barlo, now stretches across two walls.

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