MSLgroup Unites MSL China And Eastwei MSL To Create Top Five Strategic Communications Agency

Dec. 1, 2011 - PRLog -- Beijing, China – November 22, 2011 – MSLGROUP, Publicis Groupe's specialty communications, PR and events network, today announced the union of MSL China and Eastwei MSL to form a single, flagship international public relations and social media agency. The union of these two, fast-growing teams with complimentary communications expertise creates a new player with impressive scale of operations -- becoming the largest international PR firm in Shanghai -- and opportunities to innovate in terms of agency organization, specialty communications service offerings and staff development. Operating under the MSL China brand, the new agency will be managed by Par Uhlin, previously Managing Director of Eastwei MSL.

MSL China now includes 200 communications professionals across offices in Beijing, Shanghai, Guangzhou and Chengdu, making it a formidable PR and social media leader in Mainland China. MSL China’s exceptional team of 24 senior communications consultants with 12 or more years experience, many of whom have been with the agency for a decade, is unmatched in the industry and will help drive the expanded development of several practice and service areas. Today’s announcement is part of a long-term strategic plan for growth and innovation by MSLGROUP in Greater China, which has included the acquisitions of Eastwei Relations and Genedigi Group in China, and Interactive Communications Ltd (ICL) in Taiwan during the past year. MSLGROUP is the largest PR network in both fast-growing markets of Greater China and India.

Commenting on the announcement, Glenn Osaki, President, MSLGROUP Asia, and Chair, MSLGROUP Greater China Management Board, remarked “MSLGROUP is committed to being our clients’ most trusted advisor, and we will invest and innovate to meet their needs. As more clients today focus on Mainland China for growth, they must rely on communications to position, promote and protect their brands and businesses. Whether through stakeholders or social media, the new MSL China is our client’s unique source for creativity, engagement and value in the always-on conversation.”

Drawing on the strengths of each agency, the new MSL China team will include industry-leading capabilities and expertise in several areas, including:
•   Award-winning Corporate and B2B & Technology practice, which has been recognized at the Campaign Asia Pacific PR Awards for work on Underwriters Laboratories, as well as garnering client recognition including multiple wins at Business Software Alliance’s internal awards;

•   Robust experience from multiple clients in China’s fastest-growing industries of manufacturing, food and beverage, technology, healthcare, tourism, retail and luxury;

•   Industry-leading and internationally-awarded social media strategy and marketing team, recently rated #1 in China by industry consultant R3 in its 2011 client survey, in addition to recognition from multiple local and international award bodies including the Bees Social Media awards, global IPRA awards, and The International Business Awards.

MSL China will continue to build on the Eastwei MSL “knowledge-driven communications” positioning to be a source of knowledge, insights and best practices for PR and social media professionals and clients in China. This is achieved through thought-provoking whitepapers, which this year included Best Practices in Microblog Communications and PR & the Party – the Truth about Media Relations in China, as well as popular industry forums and workshops on how to leverage social media to creatively engage Chinese audiences for luxury and B2B marketers.

Building on the close working relationships that already exist between the MSLGROUP teams, the move will also result in new or expanded roles for the senior leadership at each agency:
•   Par Uhlin, previously Managing Director, Eastwei MSL, becomes Managing Director of the larger MSL China. “It’s incredible to see in the united teams such similar cultures and passion for client service, driven by insights and creativity. With this move, our clients will be able to access a larger team of senior talent and expanded services, and our staff across all levels will benefit from more opportunities to learn and grow with the larger organization.”

•   Benjamin Tan, previously Managing Director, MSL China, takes on a dual-role as MSLGROUP Greater China Client Engagement Director and MSLGROUP Asia Director for B2B and Technology. “The opportunity to deepen my focus on supporting large and regional clients across our agencies in Greater China, including MSL China, Genedigi Group, ICL MSL Taiwan and MSL Hong Kong will support our overall strategy of client-centric development. Our B2B and Technology client roster across Asia is strong, and we will now focus on developing more strategic regional partnerships.”

Johan Bjorksten, previously Chairman, Eastwei MSL, becomes Chairman, MSL China, and continues his role as a senior advisor and strategist for MSLGROUP’s global and China clients. Xiaofang Zhang, formerly Finance and Operations Director, MSL China, becomes MSLGROUP Greater China Finance and Operations Director, and Sophie Huang, previously HR Director, Eastwei MSL, becomes Director of Learning & People Development, MSLGROUP Greater China, in addition to Talent Director for MSL China.

MSL China will continue its commitment to leading the industry in learning and people development, investing 8% of staff time each month in programs designed to build core skills, share knowledge and trends, inspire creative solutions by reviewing best practices, mentoring programs with senior colleagues, workshops and off-site events. This also includes a mobility program, offering opportunities for staff to spend time in international offices and develop new initiatives in line with their career goals.