WPP's Superunion Expands Capabilities, Geographic Footprint

WPP’s Superunion is expanding both its remit and geographic footprint with the opening of two new offices: China and the West Coast.

The firm started as a traditional branding specialist but is branching out, says Jim Prior, Global CEO of Superunion. “The work that Superunion does today goes way beyond a traditional brand agency and extends into communications, brand experience, innovation, digital application and consultancy and beyond. Clients no longer see us as constrained by a specialism, but as a partner that can help them with a wide range of needs.”

Clients that reflect the evolving nature of the agency’s work include Intel Gaming, for which it is creating campaigns for its technology offering and working with China’s Tencent to communicate its next generation of products and entertainment platforms.

In addition, Superunion has been working with the Artemis team at NASA on a range of brand and communication initiatives for the next generation of moon landings. And it is helping longtime client Bank of America, create its first NFT.



Also, the firm has just opened a studio in Shenzhen, China, where it works with Tencent account. Another founding client there is tech company Vivo.

Next month, the company is opening a facility in Los Angeles, where it will work with game developer Riot Games (“League of Legends”) and other clients.

Superunion recently tapped Mick McConnell as CEO of North America. He is tasked with driving growth in the market and helping to reimagine the work it does for clients. He was formerly global head of innovation at WeWork, head of creative at Samsung Electronics America, and global head of design at Chipotle. He also held senior roles at Lippincott and R/GA. Since joining, he has overseen Coca-Cola and Mazda and Candy client wins. 

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