The WE Global Alliance programme creates a community of independent agencies. It has a network of 24 partners, in 80 countries and Richards will be based in WE’s Hong Kong office.
With the agency facing increasing client demands for multinational campaigns, Richards’ role will ensure that the network delivers best-of-breed local execution for technology, healthcare, energy and corporate social responsibility clients.
Claire Lematta, president of global regions at WE, said: 'Investing in our global footprint and expansion is a key agency priority. Last year we launched offices in India and South Africa, and along with our other wholly owned offices, our alliance partnerships are integral to our ability to provide clients with high-quality, consistent service around the world.'
The Global Alliance programme operates in many of today’s fast-growing and emerging markets, servicing 75 per cent of WE’s clients across multiple markets and sectors, including Abbott Vascular, BMC Software, Canadian Solar, Kingston Technology and Microsoft Corp.
In her new role, Richards will oversee the Global Alliance programme and work closely with partners to drive additional value, identify new opportunities and maximize client campaigns.
Richards added: 'As clients move into new and emerging markets, it is essential that WE delivers a consistent client experience. In addition, as digital communication continues to be at the forefront of client campaigns, this is a great opportunity for partners to capitalize on our growing portfolio of digital and measurement products and services. As part of our ongoing global expansion, our alliance partners enable us to expand our footprint and increase our brand presence globally, while ensuring the success of clients in multiple markets.'