Sydney-based Seven Communications has launched a specialist ‘China Digital’ offering focused on engaging Chinese audiences both in China and Australia.
Mandy Wang (main photo) has been appointed as digital director. Wang joins the agency from Shanghai where she worked at leading global agencies such as Isobar (Dentsu Aegis Network), MediaCom (WPP Group), PHD, Omnicom and OMG China. She has created and led Chinese digital strategies for Unilever, Swatch, Calvin Klein and Coca Cola amongst others.
Wang will work alongside the agency’s co-owner and managing director Patrice Pandeleos who founded the business after 15 years in media organisations and agencies including Channel 7, News Digital, Carat, OMD and Naked Communications.
Pandeleos said the demand for Chinese digital expertise is high but so far lacking in Australia: “China is Australia’s largest trading partner in terms of exports and imports. In addition, Australia is home to 1.2 million people of Chinese ancestry – many of whom are active on popular Chinese social media platforms. We’re confident our unique offering, delivered by senior experts, will achieve business outcomes for clients.”
The new offering will focus on China-specific digital strategy, channel development and management, community management, influencer engagement, campaign asset development and optimisation, digital buying, measurement and analytics. Seven Communications will also offer Mandarin creative and content including video and translation of marketing materials.
Wang, who will work on the Alibaba account at Seven Communications, says the Chinese digital landscape varies significantly to Australia’s and requires a bespoke approach: “A China-ready digital strategy needs to account for specific social media channels, digital behaviours, mobile technology and the latest tech trends”.