Petula Lucey from WeWork Global: “The recent global marketing campaign marks a new era for the company”

A year after completing its global restructuring, WeWork, the world’s leading real estate company, marks its next commercial milestone with the launch of “WeWork for Business,” a new global campaign that reveals the WeWork of today: a strong, stable, profitable, and sustainable real estate solutions provider, uniquely positioned to meet the needs of businesses of all sizes, now and in the future.

John Santora, CEO of WeWork Global, stated: “‘WeWork for Business’ commemorates a symbolic moment in the company’s history. In just twelve months, we have gone from stabilizing WeWork to entering an exciting new era. We are disciplined in our growth, smarter in how we invest, and doubling down on what matters most: helping companies and partners optimize their real estate strategies quickly and at scale. WeWork is revolutionizing the category once again with a new vision, a diversified business model, more than $80 million in capital investment to enhance the WeWork experience worldwide, and now a new campaign that brings our new chapter to life.”

Whether you are an entrepreneur building your business in New York, a Fortune 500 company expanding into London, or a landlord or brokerage partner fulfilling space needs in Singapore, WeWork’s new business strategy offers a roadmap to the future of work. With global access to optimized workspaces, first-class services, hospitality-focused experiences, and technology-enabled solutions, WeWork is empowering businesses of all sizes to succeed.

Petula Lucey, Chief Marketing and Communications Officer at WeWork Global, said: “At this pivotal moment in WeWork’s journey, we are seizing an unprecedented opportunity to reshape an iconic brand and reintroduce the WeWork of today — the only real estate platform built specifically for the changing way the world works. This campaign underscores our remarkable resurgence with a clear message: WeWork is in business, WeWork means business, and above all, WeWork empowers every business to succeed. It’s a new moment for WeWork, more united with our employees, more relevant to our customers, and focused on delivering smarter industry solutions for today and tomorrow.”

“WeWork for Business” is launching with a global media strategy aimed at existing and potential members in North America, South America, EMEA, and APAC to drive a mix of brand awareness, acquisition, and retention. The campaign will debut across paid, owned, and earned channels — including wework.com, TV, OOH, social media, and digital display — in key markets where WeWork operates. Over the coming months, the campaign will scale to maximize its impact among WeWork’s primary stakeholders, including decision-makers from small businesses, startups, and large corporations, as well as commercial real estate brokers and landlords. “WeWork for Business” is expected to reach over 2 million people in its first month, with a significant expansion in reach as the campaign builds momentum into the fall.

“WeWork for Business” sets a new blueprint designed to resonate with its wide audiences. The campaign creates a fresh narrative that clearly demonstrates WeWork’s evolution. It leverages the brand’s distinctive black-and-white aesthetic, reflecting a mature and strategically repositioned company. Bold graphics and intentional wordplay — with a confident, sophisticated, and direct tone — highlight WeWork’s diverse business solutions and reinforce that WeWork means business. This visual and linguistic approach offers a clear lens into what makes WeWork special and unique, showcasing its innovative members and industry partners, for whom its products and solutions are built.

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