Gucci concludes China social media pitch

Luxury brand Gucci has awarded its China social media business to We. Red Bridge, after a competitive pitch in April involving four agencies.

The Shanghai-based independent agency’s remit, which kicked off in July 2025 for one year, focuses on social marketing communications and the management of creative strategy, content production and social operations for Gucci’s official social media accounts. 

The partnership tasks We. Red Bridge with Gucci’s social storytelling across its fashion and beauty divisions, as well as the brand’s WeChat recruitment content in China. The agency will leverage its unique capabilities in consumer and marketing communications to strengthen the brand’s social media presence in China, according to the release.

A spokesperson from We. Red Bridge told MARKETING-INTERACTIVE that the agency was chosen for its unique capabilities in consumer and marketing communications, aimed at enhancing Gucci’s social media presence in China, as well as for its strong creative-led, culture-first approach to building influence for global brands in the country.

The win, which adds to a portfolio of high-end consumer clients - including Adidas, Celine, Four Seasons Hotels, Le Labo, Mulberry, Johnston of Elgin, Timberland, Theory, Toteme, and others - strengthens We. Red Bridge's position as a partner in luxury communications, supporting its work in the fashion and luxury lifestyle sectors.

Nicky Wang, CEO of We. Red Bridge, said: “We’re beyond excited to welcome Gucci to our roster of luxury clients. This partnership marks a defining moment in our evolution as a mid-sized agency and spotlights the strength of our creative-led, culture-first approach to building influence for global brands in China.”

“Get us to craft narratives that truly connect and we’re on cloud nine. With our insight into China’s social media scene, we’re eager to work with Gucci to amplify its voice, deepen its audience engagement, and reinforce its leadership in the luxury market,” she added. 

We. Red Bridge is a consultancy focused on supporting business growth in China. With offices in Shanghai and Beijing, the agency integrates business understanding, strategic planning, creative storytelling, and digital expertise to assist clients in shaping their reputation and building valuable communities in the country’s dynamic market.

Don't miss: Gucci taps BTS' Jin as global brand ambassador

Back in august last year, Gucci tapped South Korean boy group BTS’ member Kim Seok-jin, also known as Jin, as its global brand ambassador. Jin was an Olympic torchbearer for South Korea at the Paris Olympics Games 2024 last month, and is the eldest member of the K-pop group. 

The partnership comes as the brand believes Jin perfectly embodies Gucci’s values of individuality and authenticity, according to Gucci's Instagram. 

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