China – Changan Automobile has appointed Ogilvy as its strategic partner for global social media and website operations as it accelerates its international expansion.
The remit, led by Ogilvy China in coordination with local market teams, covers Europe, Latin America, the Middle East & Africa, and Asia-Pacific. It will focus on centralising and coordinating Changan Automobile’s global digital communications across markets.
The appointment comes as Changan advances its “Vast Ocean Plan 2.0″, which targets doubling overseas sales to 1.5 million units by 2030 as the automaker continues to scale its international footprint.
Under the partnership, Ogilvy will be responsible for managing and aligning the brand’s global social media presence and website operations, drawing on its international network and local market expertise to support multi-market execution.
The agency will implement its “One Team, One Platform, One Process” operating model to streamline coordination across strategy, content production, localisation, and digital publishing.
The model will also integrate data and AI-enabled tools across planning, creative development, and content workflows, aimed at improving consistency and efficiency across Changan Automobile’s global digital channels.
The partnership reflects Changan Automobile’s efforts to strengthen the structure and coordination of its international digital communications as it expands outside China.
Chris Reitermann, CEO of WPP Greater China and CEO of Ogilvy APAC and Greater China, said, “Ogilvy is honoured to partner with Changan Automobile on its global brand ambitions. Building a successful international brand comes down to three things: a clear and consistent core identity, localisation that truly resonates in each market, and continuous optimisation driven by data and technology. Backed by WPP’s and Ogilvy’s worldwide networks and AI capabilities, we will help Changan Automobile build a brand that is globally consistent, locally relevant, and built to grow.”
Jack Yin, President of Ogilvy One China, added, “We are grateful for Changan Automobile’s trust and excited to support its next phase of global growth. Our end-to-end approach connects research, creative, content, and performance optimisation through a single AI-powered operating model, ensuring every market receives consistent, high-quality brand communication. That’s how we deliver measurable business growth at scale.”