Archive

Author: Corporate Marketing

  • FleishmanHillard Appoints Judy Wei General Manager of Beijing Office

    Further Strengthens Leadership in Greater China with the Addition of Graham Fordyce as Executive Creative Director  ST. LOUIS, JULY 24, 2018 – To further bolster its leadership team in the Greater China region, FleishmanHillard today announced new appointments, elevating Judy Wei to general manager of the agency’s Beijing office and adding Graham Fordyce as a new executive creative director.  Wei, a highly skilled communications veteran, brings more than 20 years of experience in Mainland China, and was previously the firm’s China general manager of the consumer team. Her expertise spans brand reputation management, brand marketing, issues and crisis communications, corporate social responsibility, and social listening and communication. As general manager of the Beijing office, she will oversee talent development and new business, and drive the highest standards of client service in one of the most dynamic and competitive communications markets in the world. “Judy’s comprehensive grasp of the China market...

  • Our Power to Change the World With Shared Impact

    Corporate citizenship isn’t dead. It’s hanging out somewhere with cause marketing and CSR, reminiscing about the old days. When creating goodwill alone was enough. And demand for ROI sat in awkward silence.   Actually, sometime between the social media revolution and the global financial crisis, it grew up, married sales and behavioral change, and moved on to produce amazing, world-changing outcomes. Today, shared impact – the magic melding of higher purpose with commercial imperative – is elevating communications to its full and glorious power. It is statistically proven that brands that fuse purpose with profits: enjoy greater customer love and loyalty outsell their category competitors outperform the stock market and thereby increase shareholder return engender better employee retention (and it’s a safe bet they are more motivated and productive, too) Yet, a mere fraction of brands are perceived to be meeting any real social need. There is much more work...

  • From Content Marketing to Conversation Sparking

    There’s this new ugly phrase in social media that makes me have the same guttural responses as phrases like “social business” or “liquid marketing,” because at its heart it just feels like it’s missing the mark on what social media is about. “Content Marketing”… ugh, gross. I think we can all agree that any piece of content is trying to “market” something, whether it’s a product or a personal POV or agenda that we share on social. But that phrase just feels so void of human emotion to me and I’m hopeful that we can get back to a place that felt more fun. If we strip everything back to why people are on social, you find one core thing. Connections. Connections to people. Connections to brands we love or influencers we fancy. I know that I got on social many years ago simply because it was a new way...

  • What Do Consumers Want?

    At some point, everyone will use a self-driving vehicle. We’re already using the components – mobile devices, robots (thanks to mine for a sparkling kitchen floor!) and wearable technology – on a daily basis. Our devices help us do more and it’s becoming clear: The everyday technology we depend on is revolutionizing the way we perceive human performance. Social technology equips us be in several places at once, communicating across platforms, in an endless torrent of activity. But how are humans bearing up? Judging from the abundance of news stories and online conversations, it seems the embrace of technology is draining human batteries. And it’s made us serious about improving how we eat, sleep, live and learn, which will impact brands in new ways. How will brands succeed? By answering these five consumer questions across all social platforms: 1) Why should I believe you? Social media has created wary consumers...

  • A Truth Well Told: PR Professionals Should Keep the Art of Writing Alive

    Content marketing specialists seem to be the new “job du jour”. Every creative and communication firm wants one and those that have them claim that their person can create gold from straw. For PR professionals, now is the time to reclaim what used to be our bread and butter – our ability to create engaging content. We need to reassert ourselves as story tellers. While a good picture does tell 1000 words (still) and moving pictures (video or movies) are even better (witness the dominance of video in the winning Cannes campaigns), as an industry working in a multi-channel age, we should not lose sight of our role as lead scribes nor of the power of the written word. We need to continue to train people to write well in whatever language is their mother tongue. In fact, now it’s even more important for PR professionals to be excellent writers...

  • Creative Outputs Are Important; Creative Input Is Essential

    Over the course of more than 30 years in a communications firm, I’ve come to see creativity in a few different lights: I see it as a consumer, someone who occasionally is a member of the “target audience.” I see it as outputs – from print to videos to digital – both for our clients and in the work other agencies produce. But perhaps the most intriguing view I get of creativity is its evolution in the communications strategy and planning process. It’s in this third manner where creativity dons its most underappreciated and underemployed role: creativity as problem solver. The necessity for this role only rises as the rate of change (ROC) rises. The ROC seems to be following Moore’s law: doubling in speed every 18 months. That puts enormous pressure on marketers to adapt. If we are not adapting in a hyper-accelerated way, we will become obsolete in...

  • Brands need to convince Chinese consumers on the value of online shopping New findings from FleishmanHillard’s 2014 ‘Authenticity Gap’

    Beijing, August 4—FleishmanHillard today unveiled the 2014 results of its global Authenticity Gap studies in China, which explore the gap between what consumers experience when engaging with companies and what they expect of them. Interestingly views that though online shopping is a fast growth area in China, Chinese consumers feel that online shopping brands are not providing the value they expect. “This research highlights the need for companies expanding their online presence in China to do more to reassure consumers of the benefits of online shopping. Consumers want to know they will get the same quality service online as in the store, particularly with regards to imitations, payment security and the potential for the same product to cost less overseas,” commented Rachel Catanach FleishmanHillard’s Asia Head for Reputation Management and Managing Director Hong Kong. The agency developed the insights to help companies understand the behaviors consumers most associate with authentic...

  • FleishmanHillard Named ‘Asia-Pacific Network of the Year’ at 2014 PRWeek Awards Asia

    FleishmanHillard was named the 2014 Asia-Pacific Network of the Year at the PRWeek Asia Awards. Hosted by Haymarket Group’s leading industry publication PRWeek, the event honors communicators, agencies and work in Asia Pacific that advances the industry. This marks the third time FleishmanHillard has been named the Asia Pacific Network of the Year since it was established 13 years ago. The honor builds on the agency’s recent recognition as PRWeek’s inaugural Global Agency of the Year. “It’s a thrill to receive such prestigious recognition of our highly collaborative nature, innovative spirit and robust growth across the region,” said Lynne Anne Davis, FleishmanHillard president of Asia Pacific. “This past year has been big in many ways, including the launch of our refreshed brand signaling our evolution as a fully integrated agency. It’s especially meaningful on our 20th anniversary in this region, the fastest growing geography in our company. With 19 owned...

  • Carrera y Carrera Engages FleishmanHillard as PR Agency in China

    Spanish jewellery firm Carrera y Carrera has signed an agreement effective May with the prestigious public relations and communications agency, FleishmanHillard.  With offices all over the world and a subsidiary in Beijing, FleishmanHillard will be charged with implementing the ambitious PR and communications plan for Carrera y Carrera in China. FleishmanHillard recently named PRWeek’s inaugural Global Agency of the Year. Among the numerous awards the agency has received, two current highlights include 7 nominations for the Silver Anvil Awards which recognize “organizations that have successfully addressed a contemporary public relations issue with exemplary professional skill, creativity and resourcefulness”, and “exemplary status” certification from the Josephson Institute, the first such recognition the Institute has granted to a communications agency. It's operation in China has won two awards at the 11th China Golden Awards for Excellence in Public Relations by CIPRA (Chinese International Public Relations Association), with Gold Award in Corporate Branding Communication Category...

  • FleishmanHillard Promotes Jerry Zou to General Manager of Beijing Office

    BEIJING, Jan. 24, 2014 – FleishmanHillard announced today the appointment of Jerry Zou to head its Beijing office as general manager. Reporting to Li Hong, president of FleishmanHillard’s Mainland China network, Zou assumes responsibility for the further expansion of the firm’s operations, services and product offerings in Beijing. As general manager, he will focus on deepening current strengths in sectors with high potential, such as automotive, retail and luxury goods, as well as leveraging FleishmanHillard’s global resources in integrated marketing, digital communications and data analytics, among others. Zou had been working as a senior vice president and partner at FleishmanHillard’s Beijing office, overseeing the firm’s China technology and branding practices. In this role, he oversaw service for several of the firm’s major clients in China. He has more than 13 years of experience in marketing communications and public relations, providing strategic counsel to clients and spearheading new business growth strategies...

OLDER