Benjamin Li
Aug 28, 2012

Doremus opens first China office to tap growing demand from B2B clients

BEIJING - Doremus, a specialist agency with a focus on B2B communications under the Ominicom Group (OMG), has opened its first China office, in Beijing, as more and more B2B companies face more intense competition and recognise the need for marketing communications.

 Hughes Xie
Hughes Xie

Doremus currently operates a network of offices in New York, San Francisco, Frankfurt and London. Its regional office is in Hong Kong, which has been in operation for 19 years.

Vincent Tam, managing director, Doremus Greater China, explained to Campaign Asia-Pacific why the agency has only just expanded into the China market. “With business-to-business communications (B2B), it's different from FMCG clients, as they are gaining prominence around the world as an essential component of companies’ strategic marketing plans. Doremus saw a particular need to have a strong presence, especially in Beijing, as it is a center of influence for both global multinationals and domestic conglomerates in China."

Without giving out a full list of clientele, Tam said that one of the core new clients in the Beijing office is the century-old US product testing company, UL.

Doremus Beijing has brought in Hughes Xie (pictured) as business director, charged with leading and expanding Doremus’ efforts in Beijing. Xie reports to Tam, who will be commuting between Hong Kong and Beijing.

A Beijing native and seasoned advertising professional, Xie brings to his new role a deep understanding of the Greater China market, with more than 14 years of experience serving global clients across Asia-Pacific.

He was previously group account director at Publicis Beijing, where he oversaw global accounts including Hewlett-Packard, Airbus and UBS, driving strategic development and managing integrated programs.

Xie also spent more than eight years at McCann-Erickson Guangming Beijing, where he worked on high-profile accounts including Microsoft, Intel, AMD, Agilent Technologies, Lucent, Credit Suisse and Cathay Pacific. He has also worked at Leo Burnett Guangzhou and Dentsu Young and Rubicam Beijing.

Apart from the new Beijing operation, OMG is organizing a B2B symposium, hosted by Doremus, on 20 October at the School of Communications and Journalism at Tsinghua University, with free admission for B2B companies. The School of Communications and Journalism building is branded as Omnicom Building.


Campaign China

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