Stein IAS sets down firm footings in China

New Director of China, Shirelle Pexton, is excited to be taking the agency's award winning Mi 3 offering to the APAC regions.

30 July 2014

Stein IAS has expanded its award-winning global team with the appointment of Director, Shirelle Pexton. As head of the agency’s new Shanghai office, Shirelle will oversee the agency’s strategic client relationships in the Asia Pacific (APAC) region, with a particular focus on China.

Shirelle’s new role will see her lead client engagements for Stein IAS in China. This will see her align the agency’s award-winning teams across all continents to provide global clients with a launch pad to establish their brands in the region, and facilitate regional business.

Rob Morrice, CEO of Stein IAS (EMEA), says: “The APAC region and China in particular is one of the fastest growing economies in the world. In addition to the rapid growth of domestic firms, western brands have an increasing appetite to gain a greater penetration in the region. So, from a strategic standpoint, the decision to further extend our global B2B footprint to Shanghai was a simple one.”

Having been an integrated marketer for the best part of 15 years, Shirelle has worked on B2B projects with renowned brands such as Iberostar Hotels and Resorts, Screwfix and MBNA. What’s more, Shirelle has significant experience nurturing and growing agency accounts for several of the most innovative, creative and forward-thinking global B2B brands in sectors including retail and financial services.

“Shirelle is the ideal candidate to lead our first-to-market venture as we become the only specialist B2B agency in China. She will build out a dedicated team in Shanghai to deliver our award-winning agency model, Mi 3, to global B2B brands operating in the region,” added Morrice.

Shirelle added: “We’re already working with brands in APAC across a number of sectors including professional services, technology and food. From the outset, it was clear that due to the significant variations in cultures and languages across the region, true local adaptation is essential. Establishing a ‘feet on the ground’ presence in the territory and embedding the team in local ways of doing business, will enable us to achieve just that.

“The unique and complex sales and marketing culture of the APAC region aligns perfectly with the agency’s Mi 3 model, providing us with the ammunition to make our global clients in the region, the most important in their markets.”

Prior to joining Stein IAS, Shirelle was Director of Client Services at McCann Worldgroup. There, she successfully led Lakestar McCann’s London and Manchester-based client services teams and played a leading role in shaping the agency’s vision for convergence across its integrated client base.

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