Changan Automobile has appointed Ogilvy as its strategic partner for global social media and website operations. Orchestrated by Ogilvy China and powered by deep collaboration with local teams, the engagement spans Europe, Latin America, the Middle East and Africa, and Asia-Pacific—bringing together integrated capabilities to elevate Changan Automobile’s global brand presence, digital reach, and influence.
As a leader among Chinese automotive brands expanding internationally, Changan Automobile has reinforced its commitment with the ‘Vast Ocean Plan 2.0,’ an ambitious global expansion strategy aiming to double overseas sales to 1.5 million units by 2030. The partnership with Ogilvy will leverage the agency’s global brand-building expertise and deep local-market understanding to help Changan Automobile establish a consistent, culturally resonant brand identity across international markets. The goal is not simply to enter new markets, but to actively compete on the global stage and build long-term brand equity.
With decades of experience helping leading Chinese enterprises build world-class brands, Ogilvy will deploy its ‘One Team, One Platform, One Process’ global operating model to deliver end-to-end integrated solutions for Changan Automobile. The model brings together four pillars: process, team, platform, and hub, ensuring unified standards and coordinated execution worldwide.
Powered by AI, the approach connects strategy to execution across the full value chain, from market intelligence and audience profiling through creative development, content production, and localisation to the ongoing operation of Changan Automobile’s global website, all managed and delivered through a single platform. By integrating local insights with data-driven creative capabilities at scale, the model is designed to help Changan Automobile effectively engage target audiences, elevate brand visibility and user experience, and drive measurable business results across complex international markets.
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 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, said, “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.”
The partnership represents a shared commitment to building Changan Automobile’s international brand influence and positioning Chinese automotive innovation on the global stage.
