Uniplan China elevates Sonny Shen and Gordon Wang + adds Robert Paschen as ECD

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Uniplan China elevates Sonny Shen and Gordon Wang + adds Robert Paschen as ECD

Global brand experience agency, Uniplan has announced several senior leadership appointments to further optimize the agency’s structure and strengthen the transformation journey.


Sonny Shen (pictured middle), currently Managing Director of Uniplan Shanghai, adds responsibility as Managing Director of Uniplan China. In her new role, Shen will work with leaders across Beijing and Shanghai offices to lead the transformation and growth of the agency’s China business.

Gordon Wang (pictured right), currently Managing Director of Uniplan Beijing, has been appointed as Chief Growth Officer of Uniplan China. In this newly created role, Wang will continue to manage the Beijing office’s client business and lead the agency’s new business development in China.

Both Shen and Wang report to Christian Zimmermann, Chairman and Group CEO directly.

Meanwhile, Robert Paschen (pictured left) has joined Uniplan as Executive Creative Director of Uniplan China to reinforce the creative team and enhance creative effectiveness. Paschen is based in Shanghai and reports to Sonny Shen.

Prior to Uniplan, Paschen has helped lead creative efforts at a range of agencies including Bates, MediaMonks, W+T, Saatchi & Saatchi, Publicis Sapient, GTB (JWT), SPARK44, R/GA and others. Paschen attacks creative challenges and creates exciting integrated experiences from multiple angles across different industries including automobile, sports, technology, FMCG and B2B.

Zimmermann said: “I’m very grateful to have Sonny and Gordon stepping up and take on the new roles, and welcome Robert to join our family. The new structure will form a new One China Team with an even higher integrated service portfolio and a broader consulting offering to further drive innovation. We are confident that under the leadership with Sonny and Gordon, the new team will drive the next chapter of our growth and transformation journey and unlock the tremendous opportunities emerging in the fast-evolving Chinese market.”

“We are a well-defined, unified creative network that brings together as many experts, capabilities, and ideas as possible in pursuit of creating exceptional brand experiences,” says Shen. “Our clients are increasingly looking for the right strategic partners who can understand the needs of their business to help them deliver sustainable brand growth at scale. I look forward to the new challenge and working with Gordon and Robert to unlock new pathways for success.”

Wang said: “I am delighted to take on this new role in this phase of our China transformation. As the China market changes rapidly, the new team enables us to meet the changing requirements of our clients for cross-channel brand experiences along the entire customer journey. We’ll leverage the joint efforts from Beijing and Shanghai offices to achieve sustained growth.“

“I’m excited to be joining Uniplan. The post-pandemic landscape in China presents greater opportunities for us to enhance our creative capabilities and create more integrated and inspiring brand experiences, delivered in the most engaging and impactful ways,” says Paschen. “I’m also looking forward to collaborating with this talented team and creating meaningful work that truly memorable moments for audiences across China.”