Gordon Shu brings to WE Red Bridge 27 years’ experience in the advertising industry. Over the course of his career, Gordon has worked with renowned domestic and international brands from automobile, IT, health, finance, FMCG, food and beverage, and more. His integrated campaign work includes, among others, Shanghai Volkswagen’s “R U Polo”, General Mills’ “Unexpected Fun”, HP’s “My Computer, My Stage”, Renren’s “RenRen Connecting”, McDonald’s’ “It’s Good to Get Together/You Are My CNY”, Anta Sports’ “Run With Me/Refresh Yourself/Real Fun/Fire Ice”, and WeChat’s “I WECHAT U”.
With a skillset that extends beyond integrated communications, Gordon has gained invaluable insights from helping early-stage companies build a strong brand architecture. As WE Red Bridge’s creative partner, he now plays a critical role in developing strategy and enhancing effectiveness for the agency.
Gordon started his career at Saatchi & Saatchi. He was previously group creative director at TBWA, where he rose to executive creative director in a two-year span, becoming the first local ECD in China’s 4A advertising circle. He later joined Ho Communication as chief creative officer and partner, then served as executive creative director at VMLY&R.
Gordon’s work won numerous awards, at home as well as overseas, including Cannes Lions, The Effie Awards (New York and Greater China), China Advertising Festival, and The Hong Kong 4As. He was also invited to judge awards such as the London International Advertising Festival Chinese Award, China One Show, China4A Golden Seal Awards, China Great-wall Advertising Award, Shanghai International Advertising Festival, Dragon Seal, Golden Eyes, Golden Mouse, and other creative awards.
