The Campaign

For the past three decades, China has been a destination for investment from more developed economies. Now comes an era in which Chinese companies increasingly are looking for opportunities offshore. Relatively new to global markets, they often confront obstacles in the form of cultural differences, government and regulatory concerns, competitive marketing practices and other challenges. In late 2011, Fleishman-Hillard International Communications launched its Global China Practice as a center of excellence to help guide Chinese companies expanding overseas. Through this strategic focus, Fleishman-Hillard, which has a deep presence in China and in all key markets around the world, has staked its commitment to helping organizations create, manage and enhance their reputations through communications and continually increase the value of their brands in and beyond China. With this focus, Fleishman-Hillard has developed a strong portfolio of clients that are benefitting from the agency’s worldwide network of practitioners with unsurpassed experience supporting Asian multinationals’ forays into new markets. As part of its Global China Practice introduction, the firm launched a long-term China Masters Exchange program for identifying, training and retaining the best Chinese talent in the communications consulting industry. These young professionals will help shape the future of an increasingly global China.

The Brief

•Create and launch a center of excellence to support Chinese companies’ successful expansion into new growth markets around the world, providing the global, region-specific and discipline expertise to help these organizations manage their reputations abroad. •Seed a new generation of communications professionals in China with worldwide business, cultural and communications views and experience that will strengthen the country’s base of global communications talent.

Results

Fleishman-Hillard’s Greater China business has grown nearly 250 percent in the last five years and is on track to triple in the next five years as the firm continues its focus on domestic and foreign expansion communications. The firm has a portfolio of China clients – including Levovo, Huawei Technologies, GOME, Li-Ning, NetQin Mobile, TCL and Yingli Green Energy and China Security and Surveillance Technology – expanding into other regions. Our work for these clients includes financial communications, crisis management, mergers and acquisitions, sponsorships and brand awareness. Fleishman Hillard is currently representing Dalian Wanda in the largest acquisition of an American company (AMC Theaters) by a Chinese company in history. To date, dozens of students from Stanford, George Washington University, Washington University and the London School Economics have applied for the China Masters Exchange Program.

Execution

China Global Practice Announcement. During the World Economic Forum in Dalian, Fleishman-Hillard held a briefing to announce its new practice and discuss opportunities for Chinese companies. President and CEO Dave Senay was joined by Serge Dumant, Omnicom Group vice chairman and Jez Frampton, CEO of Omnicom’s Interbrand Group. Forty-plus Chinese and international media attended the briefing, “Transforming Chinese Companies from Big to GREAT: Insights for Building True Brand Value.” The firm unveiled a network of practitioners representing every major city around the globe, and released a primer, “The 8 Rules for Investment Overseas.” Leaders have promoted the practice in North America, Europe and Asia, writing for publications including China Daily, GQ China and China Business Weekly. China Masters Exchange Program. Also announced were partnerships with leading universities in the United States and Europe – including Stanford University and the London School of Economics -- for an ongoing China Masters Exchange Program.

The Situation

China’s captains of industry are rapidly expanding into the growth areas of Asia-Pacific, Africa and the Americas for both natural resources and centers of manufacturing, distribution and innovation. When much of the world struggles economically, China’s strength is an engine that can help revive the global economy. The clear interest of many Chinese companies in growing international revenues and experience is good news for destinations that will benefit from Chinese outbound investment and cooperation. But as immense as these opportunities for global growth are, deep financial and reputational risks and challenges also must be recognized and addressed along the way.

The Strategy

•Coalesce top reputation consulting and public affairs talent from Fleishman-Hillard’s global network to counsel Chinese companies in developing business expansion strategies. •Provide deep expertise in mission-critical areas: o Supporting mergers, acquisitions and cross-border financial communications o Managing stakeholder relationships o Building awareness and brands o Driving corporate social responsibility initiatives o Advising on crisis communications • Advance global communications talent development through a program to recruit Chinese students seeking careers in communications. •Launch the new center and recruitment program during the World Economic Forum in Dalian featuring top executives from Fleishman-Hillard and parent company Omnicom.