WE to target second-tier mainland brands

The recently established joint-venture has attracted a number of senior ex-Grey figures, including Iris Chan, Josh Li and Sam Chung, who have been placed in charge of the new network's three offices in Hong Kong, Beijing and Shanghai. Chan said she was not able to comment on the speculation at this time, but she did hint the network had already secured at least one major client from another non-Grey agency. The news follows a recent move by Chan, to create a global Chinese communications solution for Chinese brands. Part of that move included the establishment of WE Worldwide Partners, which according to Chan, has recently attracted 14 local agencies in China, and has recently formed a strategic JV with independent network Worldwide Partners Inc. "What WE is trying to do is provide a platform that links local with global and global with local," said Chan, chairman and CEO of WE Worldwide Partners. Some of the agencies include Sunkom, Apex, Meikou and Ping Chen, although Chan said they would only join Worldwide Partners Inc on a case-by-case basis. She said the agencies would be able to leverage the scale and resources of Worldwide Partners' international network, which claims billings of US$3.4 billion. It is optional for the 14 agencies as to whether they join Worldwide Partners Inc network. Worldwide Partners Inc' COO Paul Davidson, said the network would allow brands the flexibility to move into global markets, but would also provide a path for international brands looking for a foothold in China. He said one of the biggest challenges, was overcoming the perception that a loosely integrated network such as Worldwide Partners would create uncertainty as to whether consistency could be achieved. "Clients all respond to the same thing: results," said Davidson. "We have the results that they can see, and on more than one occasion, when those concerns have been raised, we have demonstrated exactly how it can work." Chan also confirmed that WE Marketing Group has set itself a two-year timetable to break even, while noting the management team had committed to the venture for the next five years at least.