Brand experience agency Uniplan Beijing has appointed Gordon Wang as new general manager who will oversee exhibitions, events and client servicing with a focus on key account and project management. Wang has a keen interest in automotive events and will work with his team to execute a number of high-profile auto shows in China.
He was formerly deputy general manager at BlueFocus Communication Group where he spearheaded business development, client strategy, and creative development for the automotive unit and has worked on brands such as Mercedes-Benz, Audi, Lenovo and Alibaba.
“I’ve had the pleasure to serve many prominent brands across different industries and I found that my interest is always at its highest with cars,” Wang said. “When you love cars, being in a position to be able to create events for automotive brands is a fun place to be.”
He also emphasises the importance of creativity and innovation at automotive events as “brands now put much more emphasis on the creative concept and design over price”.
“They want to see the proposal in the first round of pitching and compare costs only in the final round,” said Wang. “This is particularly true as China continues to be one of the largest automotive market globally and we can see an increase in international auto manufacturers entering the Chinese market.”
Uniplan recently launched a global rebrand signaling a shift from live communications to brand experience as well as revised its corporate strategy with the addition of experts from ATL and digital spaces to crate brand experiences.