WPP Media China helping native companies to expand overseas

WPP Media China, the marketing and media service provider formerly called GroupM China, has built a reputation for assisting overseas companies in navigating the Chinese market. In recent years, the company has been keen to harness its expertise in helping Chinese companies expand their global operation, offering a clearer road map to success in an increasingly complex international business landscape.

"Ten years ago, we were primarily focused on bringing Western brands into China, working closely with Western headquarters to tailor messaging for Chinese consumers. Now, the reverse is true. We need to leverage our network's expertise to help Chinese businesses understand how to drive relevance and resonate with consumers, taking into account the local nuances and cultural norms, whether in France, Fiji, Greece, or Germany," said Rupert McPetrie, CEO of WPP Media China.

According to McPetrie, Chinese companies have been displaying increased confidence in their global expansion in recent years. There has also been a shift in business emphasis, with price no longer being the sole focus for these companies.

"Chinese companies have transitioned from a value-led proposition to offering richer, deeper and more brand-oriented experiences. This shift has been evident in sectors such as electric vehicles and drones, where China is a global leader," said McPetrie.

In addition to changing emphasis, McPetrie said that the marketing strategies in overseas markets have evolved.

"The whole marketing ecosystem has changed. We're seeing a more integrated approach that encompasses the entire ecosystem — from branding and awareness to the resonance of brands with consumers in different markets — all the way through to conversion and click-to-purchase," said McPetrie.

McPetrie, who has observed the development of the Chinese market for more than 10 years, said Chinese companies' journey of seeking overseas development features both opportunities and challenges. Quickly understanding and evaluating the market situation, as well as conducting effective localization, will become a unique competitive advantage for brands.

"Securing a foothold in international markets depends not only on product and supply chain advantages but also on the effective storytelling of their brands. This brand narrative needs to be culturally relevant and resonate with and build trust among overseas consumers through efficient media touchpoints," said McPetrie.

In recent years, WPP Media China has achieved excellent results in supporting Chinese brands in their global expansion, including the overseas marketing of Black Myth: Wukong and the global media planning and buying for the mobile phone brand Honor.

According to McPetrie, WPP Media China is poised to become a long-term trusted partner for more Chinese brands, with the goal of accelerating client growth wherever they conduct business.

"WPP Media China is an important part of WPP. WPP is present in over 100 countries worldwide and possesses a powerful network, talented teams and cutting-edge solutions tailored to diverse markets. This ensures that brand stories are effectively disseminated within the right media and marketing environments, enhancing the efficiency and impact of brand marketing for global expansion," said McPetrie.

At the end of May, WPP globally announced the rebranding of GroupM to WPP Media, with the aim to further consolidate its development foundation and enhance its offer for the future. The move will enable WPP Media to deliver more integrated solutions to its clients in a more efficient manner.

"We've been on a journey to become much easier to access. We're very lucky at the capabilities that we've been building. But one of the jobs we have is to make sure our clients can get the benefit of those capabilities very easily. We've been simplifying our organization practically and strategically, and the rebranding was just a symbol of that," said McPetrie.

WPP Open, an artificial intelligence-enabled marketing platform empowered by Open Intelligence and developed by WPP Media, is deemed the main engine supporting its transition, according to McPetrie.