Paschen joins Uniplan China as executive creative director

Brand experiential agency further restructures leadership in Beijing and Shanghai with new roles for Sonny Chen and Gordon Wang

UNIPLAN has recruited Robert Paschen as executive creative director for China in a further strengthening of the brand experiential agency’s “transformation journey”.

Paschen has led creative efforts at agencies such as Bates, MediaMonks, W+T, Saatchi & Saatchi, Publicis Sapient, GTB (JWT), SPARK44 and R/GA with projects spanning autos, sports, technology, FMCG and B2B.

He will report to Sonny Shen, currently managing director of Uniplan Shanghai, who will take on the additional role of managing director for China. Shen will work across Beijing and Shanghai offices to grow Uniplan’s China business.

Backgrounder… New leaders move in at Uniplan Shanghai

Gordon Wang, currently managing director of Uniplan Beijing, has been made chief growth officer of Uniplan China. In this newly created role, Wang will continue to manage the Beijing office’s client business and lead the agency’s new business development in China.

Both Shen and Wang will report to chairman and group CEO Christian Zimmermann directly.

“The new structure will form a new One China Team with an even higher integrated service portfolio and a broader consulting offering to further drive innovation,” Zimmermann said.

“We are confident that under the leadership with Sonny and Gordon, the new team will drive the next chapter of our growth and transformation journey and unlock the tremendous opportunities emerging in the fast-evolving Chinese market.”

More… Bertin joins Uniplan as head of digital Greater China

Commenting as managing director of Uniplan China, Shen said: “We are a well-defined, unified creative network that brings together as many experts, capabilities, and ideas as possible in pursuit of creating exceptional brand experiences.

“Our clients are increasingly looking for the right strategic partners who can understand the needs of their business to help them deliver sustainable brand growth at scale. I look forward to the new challenge and working with Gordon and Robert to unlock new pathways for success.”

Wang said: “As the China market changes rapidly, the new team enables us to meet the changing requirements of our clients for cross-channel brand experiences along the entire customer journey. We’ll leverage the joint efforts from Beijing and Shanghai offices to achieve sustained growth.”

“I’m excited to be joining Uniplan,” said Paschen, adding that a “post-pandemic landscape in China presents greater opportunities for us to enhance our creative capabilities and create more integrated and inspiring brand experiences, delivered in the most engaging and impactful ways”.

Main picture: from left, Sonny Chen, Uniplan China managing director; Robert Paschen, executive creative director, China, and Gordon Wang takes up the newly created role of  chief growth officer

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