FutureBrand gains foothold in China

HONG KONG: FutureBrand has opened an office in Shanghai, giving it a foothold in China, where it is also considering a presence in Beijing. Matthew de Villiers, Asia-Pacific managing director, said a Beijing office will depend on client need. FutureBrand's entry into Shanghai completes the backbone of regional operations the branding consultancy had set out to achieve in its first year of operations in the region. Next on its agenda is a presence in India, a target it has set for next year. "There is strong interest from large Indian companies. India seems quite sophisticated in its understanding of branding, more so than the other Asian countries." FutureBrand is undertaking its expansion through organic growth and acquisitions, which included its purchase of Mebourne's FHA Image Design. FutureBrand's expansion comes at a time when other international branding companies have been equally busy plugging operational gaps in Asia. But compared to rivals like Enterprise IG and Landor, FutureBrand is a relative newcomer to Asia-Pacific. It only established a physical presence here at the end of last year, when de Villiers relocated to Singapore from the UK to spearhead the expansion. But de Villiers said the company had been active in Asia for the past three to four years, handling Asia-Pacific assignments out of its New York and London offices. Along with Shanghai, it has a presence in Australia, Japan, Singapore and Hong Kong. It was encouraged to move into the region based about USdollars 15 million worth of business achieved each year on the back of what de Villiers termed as opportunitist projects from long-term relationships with clients.

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