Greater China PR Consultancies of the Year 2024

2024 Greater China PR Consultancies of the Year

The 2024 Asia-Pacific PR Consultancies of the Year are the result of an exhaustive research process involving more than 100 submissions and meetings with the best PR firms across the region.

Consultancy of the Year winners are announced and honoured at the 2024 Asia-Pacific SABRE Awards, taking place in Singapore on 19 September. Analysis of all Finalists and Winners can be accessed via the navigation menu or below:

Finalists

Allison (Stagwell Group)

Backstory

Allison’s might not be the biggest international PR firm in China, but it’s strengths in B2B corporate, industrial, technology and insurance have proven especially advantageous in recent years amid the broader slowdown in consumer spending. In 2021, the firm set itself the ambitious goal of doubling its China revenue, completing the task in 2023 amid a broader transformation into an integrated marketing communications agency. While the Beijing office focuses on B2B, automotive, jewelry, fashion and sports, Shanghai’s expertise is in corporate, consumer tech, finance and healthcare, while Chengdu favours government services and Tianjin serves as center of excellence in service delivery.

Locations

There are 70 staffers across offices in Beijing, Shanghai, Chengdu and Tianjin.

Performance

In line with its ambitious goal of doubling revenue by 2023, Allison China grew 27% in 2023 to $16.3m, with Shanghai leading the way, up 64% over the past three years. Long term client relationships include Honeywell, Schneider, BMW, Bayer, Roche and Lam Research, while there was expansion from VW Group, Estee Lauder, ASML, Swiss Re and AIA — many of which reflect not only the firm’s deliberate focus on moving into new areas, but also its more integrated capabilities.

People & Culture

Managing director Jerry Zhu has led Allison China for several years, supported by a stable leadership team that included two promotions to VP, while the firm’s Shanghai GM Rain Wang was promoted to national corporate communications lead. Allison’s IDE+A approach to DEI aims to embrace diversity across all aspects of identity, reflected by gender balanced leadership and a culture of empowerment. Each market has its own hybrid working arrangement, while there are employee subcommittees to drive wellness and social activities, supported by benefits across health, wellness, learning and development, financial, and flexibility policies.

Thought Leadership & Work

In conjunction with parent company Stagwell, Allison has developed a suite of AI services and solutions for clients and internal consumption, including policy writing and deployment, access to PrivateGPTs, staff education, training services and content development. The firm’s tech stack and analytics approach includes extensive partnerships, while its strategic design capabilities bring a particularly integrated approach to its China work.

— Arun Sudhaman

MSL China (Publicis Groupe)

Backstory

After an acquisition spree that saw it challenge market leaders among China’s international PR giants, MSL’s divestment of local firm Genedigi in 2018 heralded a more sedate period for the Publicis Groupe network in China. The last few years, however, have seen a significant turnaround for MSL China, driven by a new leadership team that has taken shape under MD Liza Zhang and regional chief Margaret Key. That includes a consolidated ‘One MSL’ approach across the firm’s China offices, and a service offering that has grown beyond its consumer and retail heartland to encompass corporate communications, ESG, digital/social, healthcare, high-tech, B2B and automotive.

Locations

There are more than 250 people across Shanghai, Beijing and Guangzhou.

Performance

MSL China submitted a second consecutive year of double-digit expansion in 2022, driven by significant new business from Nippon Pain, Cathay Pacific, Chery, SCB, Jaguar, Volkswagen and Wonderful Pistachios. They join an existing roster that features Huawei, Lixil, Puma, L’Oreal, Sanofi, BMW, Maserati, Procter & Gamble, Sephora and Amazon.

People & Culture

A relatively young leadership team reflects an average age of 28 at the agency, with Zhang supported by digital/social SVP Cathy Cui and a team of practice area VPs that have all been promoted from within. 50% of current P&L leaders are homegrown executives, while 84% of mid to senior management are female. There are also specific initiatives focused on female leadership, training/coaching, and employee assistance, including mental health.

Thought Leadership & Work

MSL benefits from its parent Publicis Groupe’s formidable AI capabilities, along with agency-specific offerings in influence engagement, internal comms, development sector comms and multimedia content. In China, there is a specific focus on strategic business consulting, supported by eye-catching work for Sephora and Weilong.

— Arun Sudhaman

Ogilvy PR (WPP)

Backstory

With fee income estimated at more than $80m, Ogilvy’s Greater China operations have always benefited from its formidable public relations offering, with mainland China, Taiwan and Hong Kong combining to deliver consistent depth across corporate reputation, brand PR, thought leadership, public affairs, crisis/issues management, health and wellness, and influencer marketing. In mainland China, the firm is particularly well known for its ability to help Chinese brands manage global challenges, allied to strong technology, public affairs and sustainability expertise, while its Taiwan operation is particularly well known for corporate branding, digital/social media and sustainability comms on behalf of second-generation businesses. In Hong Kong, meanwhile, there has been a significant focus on travel and tourism, public sector and healthcare.

Locations

Around half of Ogilvy’s regional headcount are spread across its Greater China network, which includes offices in Beijing, Shanghai, Guangzhou, Shenzhen (350 in total), Hong Kong (50) and Taipei (100).

Performance

Ogilvy PR grew by around 6% in Greater China in 2023, despite difficult economic conditions. There was 14% growth from key consumer clients, supported by earned social/content (+9%), healthcare (+29%) and corporate reputation (+6%). Underpinning much of this growth was service expansion, as Ogilvy pivoted towards areas that transcended geopolitical tensions, such as culture (Shaolin Temple and Abu Dhabi Tourism), sports (Xinhua Bookstore and Sportfive) and entertainment (Disney). A focus on ‘policy over politics’ also supported work for MNCs such as Amazon Global Selling and GE Healthcare, along with Chinese brands going global such as Shaoxing Rice Wine. In mainland China, there was new business from Hoin Real Estate, Shaoxing Municipal Government, Castrol, Blizzard, Modena, Viatris, Simcere, Simmons, SDIC Health, Gucci, and Duolingguo, adding to a client roster that features Intel*, Amazon, H3C, GE Healthcare, Johnson & Johnson, Shiseido, MSD, Tencent, Epson, China Basketball Association. In Hong Kong, meanwhile, a depressed market saw Ogilvy PR pivot towards major local corporations such as ChinaChem Group, Henderson Land, Hongkong Land, and Hong Kong Innovation Foundation — joining a client roster that includes Huawei, TCCC, Samsung, American Express*, Rolex, Ocean Park, MOX Bank, Lenovo, Singapore Tourism Board, and Prudence Foundation.

People & Culture

Long-term Ogilvy execs Joe Yu and Clara Shek continue to serve as presidents of China and Hong Kong, respectively, while Taiwan is overseen by MDs Abby Hsieh and Adonis Chang. Tiffany Hu is Shanghai MD, while Simon Webb leads the firm’s regional issues and crisis offer. Almost 100% of the firm’s Greater China leaders are local, and resolutely stable too despite considerable challenges in the broader labour market. The latter was supported by a series of initiatives to remain an employer of choice, including intrapreneurship opportunities, training and coaching, psychological support, and a range of new initiatives supporting DEI in Greater China.

Thought Leadership & Work

Ogilvy PR’s thought leadership offering in China continues to give it a competitive edge over many rivals, encompassing regular publications that cover influence, public affairs, and working life. The firm’s leaders are also highly visible in this regard, participating in numerous events and other initiatives that span such areas as education, professional development, business insight and nation branding. The firm’s campaign work remains in fine fettle, including SABRE-nominated efforts for Lenovo, Taiwan Association of Obstetrics and Gynecology, Shanghai Science and Technology Elderly Service Center and Baidu.

— Arun Sudhaman

Ruder Finn (Independent)

Backstory

Ruder Finn’s China operations continue to account for around 85% of its US$57m in regional revenue in 2023. That strength is reflected in particularly impressive luxury, beauty, travel/retail, automotive and integrated marketing capabilities in Shanghai, supplemented by increased depth in consumer electronics and ecommerce, while the RF Thunder creative consultancy covers social strategy, market analysis and content creation across lifestyle, corporate, healthcare and technology. Ruder Finn’s Hong Kong office, meanwhile, features expertise across financial services, corporate, technology, research and digital/social, along with growth in legal communications and brand-building. All of which has added up to double-digit annual expansion for much of the past decade.

Locations

The firm boasts more than 450 people across offices in Shanghai, Beijing, Guangzhou, Hong Kong and Shenzhen, the latter three of which form the firm’s Greater Bay Area hub.

Performance

Despite a difficult consumer spending slowdown, Greater China reported single-digit growth in 2023, but the forecast is for flat growth in 2024. There was new business from Harry Winston, McCafe, EBD, Beef+Lamb New Zealand, K11 Concepts, DFS Group, Neobio, blank me and Mobil 1, adding to blue-chip roster that features Moët Hennessy Diageo, Richemont, Mercedes-Benz, VW Group, Roche, McDonald’s, Emirates, L’Oreal, Estee Lauder and Tencent.

People & Culture

In addition to CEO Elan Shou, key leaders included luxury head Gao Ming, RFI Asia MD David Ko and GBA chief Charles Lankester. Unsurprisingly, Ruder Finn benefits from its independence; including enhanced investment from two global RF focused on learning and development. Ruder Finn launched a specialized DEI practice in 2023, while its internal JEDI program focuses on DEI education and celebration. Many of the firm’s leaders, including Shou, Lankester and Ko, are particularly active in terms of DEI and probono initiatives, and there are also partnerships with a range of NGOs.

Thought Leadership & Work

Ruder Finn’s innovation continues to drive its progress in the region, demonstrated by the launch of five specialized practices in 2023, including a GBA hub, a risk/crisis advisory platform, and internal comms centre, a DEI practice and a content/design studio. The firm’s willingness to invest in digital tools and research continues to reap dividends, most notably through its annual China Luxury Forecast, now in its 11th edition, and a wholehearted embrace of AI across the firm. The firm also supports the Asia-Pacific Communications Index to better understand the in-house communications roles, and benefits from particularly high scores in R3’s regular survey of China client satisfaction. Campaign highlights included SABRE-winning work for Johnnie Walker and impressive initiatives for The Macallan, McDonald’s, and the Gay Games.

— Arun Sudhaman

Weber Shandwick (Interpublic Group)

Backstory

Greater China remains a critical driver of Weber Shandwick’s regional presence, accounting for almost half of its Asia-Pacific revenues. More than a third comes from mainland China, which has rebounded under the leadership of Corbin Hsieh. In Hong Kong, longtime leader Albert Shu may have left for Singapore, but the operation continues to outperform as the city’s largest international PR firm.

Locations

The firm boasts more than 450 people across offices in Shanghai, Beijing, Guangzhou, Hong Kong and Shenzhen.

Performance

Greater China was up 5.3% in 2023, driven by market-leading 11% growth from its Hong Kong operation. Healthcare remains a highlight, up 239% in China and 45% across its Hong Kong-Singapore hub, while consumer was up 10.3% in China and 16% in Hong Kong. Entertainment (+64%) and luxury (+14%) also outperformed in mainland China, where the firm retained 100% of its top 10 clients, which include Anta, Microsoft, Omega, Nike and GM China. In Hong Kong, the firm is underpinned by strong healthcare business from MSD, J&J, Pfizer and Merz, while there was consumer expansion from public sector clients such as the Hong Kong Jockey Club and UGC.

People & Culture

In addition to Hsieh and Shu, key leaders include healthcare EVP Robert Broad, client experience EVP Gavin Goodwin, South China GM Rocky Wang, China group CD Kissa Lin and innovation SVP Ivy Shao. The new Weber Shandwick Collective has four core values—curiosity, courage, inclusion and impact—and “DE&I and values” are viewed as inseparable, with inclusion laying the groundwork for equity and belonging. In mainland China that has included the Weber Women’s World initiative, a female empowerment programme that has been particularly successful.

Thought Leadership & Work

The Project X innovation hub has served to galvanise the firm’s innovation community in China, encompassing in-culture tools and a live studio to drive stronger integrated campaigns on behalf of clients. Weber Shandwick’s integrated media and digital capabilities include particularly strong AI capabilities, while the firm’s sustainability and women’s health credentials are among the best in the region. All of which pays off in the work, which included a number of impressive SABRE-nominated campaigns, including the ‘Food Funeral’ for Green Food Bank, and initiatives for Anta and Casetify.

— Arun Sudhaman

News direct to your inbox