BEIJING—GolinHarris has stepped up its China offering by forming a partnership with local PR firm Magic Group.

The agreement provides the framework for the agencies to combine their expertise in consumer, corporate, healthcare and digital communications for new and existing clients. As part of the agreement GolinHarris will make the intellectual property and tools around its 'g4 model' available to the team at Magic.

Magic Group, which is based in Shanghai and Beijing, is best known for its work with Unilever as well as Mars, BMW, and Roche. GolinHarris China, which has offices in Shanghai, Beijing and Guangzhou, works with brands such as Lux, Dove, Singapore Airlines and Nippon Paint.

The move will result in a combined team of 150 PR executives in the country. “Our two organizations share a very similar culture and passion to bring our clients the latest thinking and industry best-practice," said Catherine Zhou, GM of Magic Group. 

“We have been getting to know Magic for more than two years now and we have a great respect for everyone there,” added Jonathan Hughes, GH's Hong Kong-based international president. “We already share major client engagements and these clients are particularly happy to see the huge benefits that a partnership brings. Our staff will also get the chance to develop their skills and to work with new and exciting people.”