Development

PG acquires Eastwei in China

By Chen Qide (China Daily Shanghai Bureau)
Updated: 2010-11-18 11:11

SHANGHAI - Publicis Groupe (PG), the world's third largest communications group, announced on Wednesday (Nov.17) it has acquired Eastwei Relations, one of China's independent public relations, to rename it as Eastwei MSL.

"The move marks the second investment launched by MSLGROUP in strengthening capabilities in the Asian region, following the acquisition of 20:20 MEDIA and 2020Social in India," said Olivier Fleurot, Chief Executive Officer of MSLGROUP, PG's leading specialty communications, PR and events network.

Founded in 1994, Eastwei today employs more than 120 staff across its four offices in its headquarters-based Beijing, Shanghai, Guangzhou of Guangdong province and Chengdu of Sichuan province. Its key clients include IKEA, Sony, Singapore Tourism Board and Porsche.

"Eastwei MSL will become a key hub in the MSLGROUP global network for insight, strategic counsel and campaign execution in China and bring added service offerings to its clients in this important market," Fleurot said.

According to Zenith Optimedia forecasts in October 2010, China is expected to have an ad growth of 14 per cent in 2010, 13.4 per cent in 2011 and 17.7 per cent in 2012, becoming one of the world's most dynamic and fastest-growing communications markets.

With this move, the CEO said, Eastwei will accelerate its development by becoming a member of PG, gaining access to global training, staff development opportunities and top brands.

"For both Chinese and multinational clients, the move will bring global access to a leading international network as well as innovative techniques and insights that can be adapted and leveraged in the China market," he said.

Eastwei MSL will continue to operate as a separate agency alongside MSLGROUP's existing firm, MSL China. Both MSL China and Eastwei MSL China will share a common network brand and become part of a newly formed MSLGROUP Greater China Management Board.

"The Board will lead overall business strategy and network initiatives for MSLGROUP operations in the market," Fleurot said.