American-owned Ad Agency Launches Unique China Venture

PRLog (Press Release) - May 08, 2008 -
Contact: Dan Tambellini, Larson O’Brien ADV/PR
Phone: 412.571.1600
E-mail: dan@larsonobrien.com

Two Veterans of Asian Ad Markets Leading New China Venture
for American-based Agency LarsonO’Brien

Beijing and Shanghai Offices Fill Need for Foreign Companies Operating in PRC

SHANGHAI, PRC…The American-owned marketing communications firm, LarsonO’Brien Advertising, Public Relations and Interactive, Inc., has launched its new operation in the People’s Republic of China—LarsonO’Brien/Dashi, LLC—under the leadership of two high-profile veterans of the Asian advertising world.   The China offices, located here and in Beijing, and already employing eight people, are filling a previously unmet need for marketing communication services for foreign companies doing business in China.

LarsonO’Brien focuses on the architectural building products market.  Headquartered in Pittsburgh, PA, the agency is organized into four integrated practices—advertising, public relations, interactive, and continuing education—serving clients all over the United States, in China and elsewhere.

In September 2007, LarsonO’Brien announced the creation of LarsonO’Brien/Dashi Shanghai, LLC, a subsidiary of the agency, to provide marketing communication services for companies operating in the People’s Republic of China.  LarsonO’Brien received its business certification from the Chinese government to operate as a wholly-owned foreign entity and, soon thereafter, agreed to acquire Dashi Design, a Chinese advertising and graphic design service.  Dashi Design was headquartered in Beijing, with offices in Shanghai.  

LarsonO’Brien discovered that there was an absence of small to medium-sized foreign agencies in China, despite the fact that many foreign businesses that relied on small or mid-sized agencies at home had significant marketing operations in the People’s Republic.

“As the world’s architectural building products manufacturers bring their products to the China market, they look for a resource to introduce them to architects, the Design Institutes and owner/developers in China who are driving the projects here,” commented Jack O'Brien, agency president. “The opportunities in China for our customers and prospects are unparalleled.  We recognized a few years ago that we needed a real presence here in China - with a staff of China marketing communications experts - to leverage our China marketing expertise for foreign companies who need to reach buying influences in China,” concluded O’Brien.

LarsonO’Brien recently announced that Neil Hardwick has become a principal of LarsonO’Brien/Dashi LLC.  Hardwick most recently served as CEO Publicis/Vice President Publicis Asia from 2003 to 2007.  He supervised operations in 29 cities across Asia.  Publicis is the fourth largest communications firm worldwide.  Prior to that, Hardwick served as CEO Saatchi & Saatchi Taiwan and as CEO Publicis Taiwan.

“What we’re doing in China is innovative, and I think very attractive to our chosen market,” commented Hardwick.  “We are offering creative and highly personalized service to Western companies looking to market their products and services into China.  Most of those companies do not want to work with a cumbersome multi-national ad agency.  They rightly do not wish the costs or layers of bureaucracy associated with that kind of agency relationship – especially when LarsonO’Brien/Dashi are quite capable of delivering high-level strategic planning, hard-working creative concepts and superior execution in a boutique package.  These marketers are much more comfortable with that kind of relationship, like the one they have with their home agency.  But, because their home agency doesn’t have China expertise, they can look to us for the best of both worlds.”

Hardwick joins a fellow British citizen, Simon Hicks, at LarsonO’Brien/Dashi.  Hicks was recently named Managing Director of LarsonO’Brien/Dashi and has worked in advertising in China for
several years.  Most recently, he managed MRM Worldwide, McCann Worldgroup’s digital agency in China.  Before that, Hicks worked with Hardwick at Publicis.

“People often talk about finding a niche within China,” said Hicks, whose previous roles in China included General Manager of MRM Beijing and Client Services Director of Publicis Dialog in Shanghai. “However, the reality is that the services we offer are very much more than a niche. No one, to my knowledge, is able to offer the breadth and depth of services that we have to the business to business market. Everyone is chasing the FMCG market and their brands and leaving B2B relatively untouched. We are now in the very real position of being able to offer these skills and services to this market with proven experience locally whilst leveraging the commitment and knowledge of our colleagues in the States.”

Dashi Design was established by Mr. Lu Yi of Beijing to serve customers of its parent company, Viewstock photo services, a provider of photo illustrations for advertising, literature and the Internet.  Dashi Design employs a creative and account service staff of 12 and produces literature, advertising materials and Internet sites for clients in the recreation, real estate development and consumer products markets.  Mr. Lu is famous throughout Asia for his spectacular golf course photography, and has been Jack Nicklaus’ primary Asian golf course photographer for many years.

LarsonO’Brien specializes in providing services to companies that add value to land, buildings and the environment.  LarsonO’Brien has developed strong relationships with major stakeholders in the design and construction communities, including trade media serving building owners, facility managers, architects, engineers, designers, specifiers, builders and manufacturers.  It is also well-versed in the green market since many of its clients design, manufacture, and/or supply products that contribute to sustainable design and building practices.

The quality of LarsonO’Brien’s work is evident in a recent announcement  that an ad produced by LarsonO’Brien has received the 2008 Architectural Record Excellence in Advertising Award in an annual review of advertising by a select group of architects in the leadership of the American Institute of Architects (AIA).  The award will be presented at the annual AIA convention to be held in May, in Boston.  

The agency’s PR practice serves clients through the writing, producing and placement of articles and feature stories for targeted publications, and through providing assistance to clients in preparation of events and promotions.  Success of LarsonO’Brien’s PR outreach, when measured against the potential cost for the space gained, had it been paid advertising, consistently demonstrates a return on investment in excess of 10:1.

The interactive practice assists clients in creation of Web sites, email blasts, interactive presentations such as Keynote, PowerPoint, Flash, video and audio presentations.  The agency’s continuing education practice writes and produces curricula to be approved by the AIA, CSI and Interior Design professional organizations in order to provide architects and interior designers with course material for meeting their ongoing educational requirements.

LarsonO’Brien, headquartered in Pittsburgh, operates one of the city’s largest PR practices specializing in strategic planning for marketing communications and providing creative multidisciplinary solutions for architectural building products manufacturers and other clients. LarsonO’Brien is a member of the Second Wind Network of Advertising Agencies.

For more information on LarsonO’Brien, call 412-571-1600 or visit www.larsonobrien.com

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