CEO, CHINA

Penny Burgess

Penny founded Red Bridge in 2009 with the aim of providing clients in China with an alternative – an independent consultancy local in its focus, creative in its approach and international in its thinking.  

Following the merger of Red Bridge and WE China, Penny leads the combined WE Red Bridge business across Greater China.  With offices in Shanghai, Beijing and Hong Kong, her role focuses on ensuring the seamless delivery of integrated services to both multinational and domestic clients wishing to target China’s business stakeholders and burgeoning middle-class.  

Since the agency’s inception she has placed great emphasis on creating an environment and culture where people can flourish and do the best work of their careers. She actively encourages people to challenge themselves and their clients – to be bold.  She is also a firm believer in a one-team approach; building cross functional teams, across multiple geographies, who work together as one.

With over 25 years of combined corporate, b2b and brand marketing experience, Penny is a stickler for insight driven, integrated strategies that deliver tangible business results. She actively pushes the team to question the brief, think big and plan in detail. She personally specializes in advising clients on market entry, corporate reputation, purpose-led positioning and crisis management.  

A huge advocate of the advancement of women and diversity in the workplace, Penny frequently acts as a mentor to fellow female entrepreneurs and leaders in China.   In her spare time she loves travelling, horseriding and being creative with her family.