WE Red Bridge Adds To Leadership To Support Growth


WE REd Bridge Adds to Leadership to Support Double-Digit Growth

Bee Peng Tan Joins As Shanghai General Manager

SHANGHAI – 4 NOVEMBER 2019 — WE Red Bridge today announced the appointment of Bee Peng Tan as General Manager of its Shanghai office. The hire is in response to the agency’s rapidly expanding Shanghai office and China business, which saw double-digit growth in the past year. Tan’s appointment further strengthens the agency’s integrated expertise and specialist service offering for clients. 

Tan brings 25 years of international experience to the agency, with an extensive background running China and regional business operations and accounts for both network and independent agencies. Her specialism in through-the-line marketing will bolster WE Red Bridge’s integrated services team and elevate its planning, digital and creative capabilities.

“Bee’s appointment to our leadership team is an exciting milestone for the business.  As we continue to grow and expand our offering, her proven leadership skills and experience delivering through-the-line campaigns will be invaluable,” said Penny Burgess, CEO, WE Red Bridge. “Our clients are hungry for more on the digital and integrated front, and Bee brings robust experience in creating and executing impactful campaigns for a wide range of categories, including health and beauty, food and beverage, luxury, and financial services.”

In her new role, Tan will report into Burgess and oversee all Shanghai office operations, including the development and delivery of integrated communications strategy and solutions for agency clients. Working closely with Nicky Wang, Managing Director of Strategy, Tan will also help drive new business and growth efforts across all areas of the business.

“Bee is a trusted client advisor who will elevate our team’s ability to deliver integrated solutions that deliver real business impact,” Wang said. “We are thrilled to have her onboard to help the agency maintain its forward-thinking, competitive offerings and achieve sustained growth in the years to come.”


WE Red Bridge is an award-winning, integrated communications consultancy, born through the merging of two leading independent purpose-led agencies that shared a single common goal: to use the power of communication to move people to positive change.

Providing integrated consumer, technology and healthcare sector expertise, we work as business partners to our clients to think ahead, challenge the status quo and deliver tangible business results. Our strength is working with first-mover brands seeking to define an industry category, those leading the way through technological and social innovation, and the mavericks, our kindred spirits, who dare to challenge convention.

With offices in Shanghai and Beijing, plus access to a network of offices in over 18 countries, WE Red Bridge provides clients in China with an alternative — a connected independent consultancy, local in its focus, creative in its approach and international in its thinking.


WE is an integrated communications agency that lives at the intersection of people, brands and technology. Female-founded, female-led and fiercely independent, WE has spent more than three decades helping world-class brands in motion tell transformative stories that shift perceptions and drive people to positive action. Our independent spirit keeps us nimble. Our obsession with cutting-edge keeps us current. And our cross-capability partnerships in the PLUS network help keep us delivering wins for clients no matter what the RFP calls for.

One of the largest independent communications agencies in the world, WE shapes stories for global brands like Microsoft, Honeywell, McDonald’s, iRobot and Volvo. Our 24 global offices are staffed with storytellers and strategists, data scientists and disruptors — more than 1,000 experts in the technology, health and consumer sectors. Our work has been recognized with Cannes Lions, the Holmes Report SABRE Awards and PRWeek Awards, just to name a few.

For more information, press only: JJ Minder, WE, +65 8187 3139,