TVKIDS
WildBrain has promoted Benjamin Bao to the newly created role of general manager of WildBrain China.
Bao, previously VP of greater China for WildBrain CPLG, will expand his remit to drive business opportunities in the Asian country across the pillars of content creation, audience engagement and global licensing to accelerate the company’s next stage of growth in the region.
He will also continue to accelerate the growth of WildBrain CPLG’s agency business in China and maximize commercial opportunities in the country for owned franchises and partner brands.
Bao will continue to be based in Shanghai and report to Ben Peace, senior VP of commercial for the Asia Pacific, MENA and India at WildBrain CPLG. He will work closely with Maarten Weck, WildBrain’s executive VP of global partnerships and licensing, to implement WildBrain’s 360-degree pillars. He will also continue to work closely with Evi Sari, VP of location-based entertainment (LBE), who leads WildBrain CPLG’s LBE business in China.
“Both China and AsiaPac are rapidly growing and exciting areas of opportunity for us, and we have always taken a bespoke approach to strategy and execution that works hand-in-hand with cultural nuance and local market dynamics,” Weck said. “Ben Peace’s global vision and dynamic leadership for our overall AsiaPac business, coupled with Benjamin’s wealth of local expertise and deep experience in the China market, makes for a highly complementary and effective duo to drive further growth across the region. We have big ambitions, and WildBrain’s 360-degree capabilities are vital to maximizing opportunities for our owned franchises and partner brands globally.”
Bao added, “As we continue to focus on the growth of our business in China, I’m looking forward to building on the incredible momentum we’re seeing across the entire Asia region. WildBrain’s 360-degree ecosystem is a truly unique offering, and we’re committed to harnessing our capabilities to grow opportunities in China, underpinned by our team’s unparalleled local knowledge and expertise.”
