Across the Pond names regional MD as it expands into Greater China

Li Wei - Across the Pond

Across the Pond, the independent agency helping tech brands create a better world, is expanding into Greater China with the appointment of Li Wei as Managing Director for the region.

From her Shanghai base, Li Wei will boost Across the Pond’s creative reputation and business development in China as well as working in partnership with other agencies in the network. 

Across the Pond

The agency was established in London in 2009 and has since grown to include offices in San Francisco and Singapore.

Previous positions include Head of Production at ImagineX Group, a brand management and distribution company for international luxury, designer fashion and lifestyle businesses, and before that, she was Head of Development at Beijing-based production company, Mandarin Film Production. 

Li comes with deep experience in the world of creative production, having executive produced award winning documentaries about China for BBC, Amazon Prime and Tencent.

She will work closely with Across the Pond’s APAC headquarters in Singapore and align with business strategy driven by the global HQ in London. 

The agency’s clients include Google, Expedia, Facebook, and Chinese electronics company, Xiaomi.

CEO and Founder of Across the Pond, Julie Cohen, said: “Li Wei is the perfect candidate to lead our expansion into Greater China. 

“Her diverse background and experience means she knows how to think strategically about our clients’ businesses as well as knowing exactly what we need in order to deliver on our mission to make the complex, human. 

“She’s also extremely sharp, curious and a pleasure to be around. I’m just so delighted to welcome her on board.”

Commenting on her appointment, Li said: “Having worked with some of the team at Across the Pond on Google projects, I am so thrilled to join the ATP family officially, with the mission to work with Google Greater China as well as setting up new teams and exploring new business opportunities here.”