Paul Hastings regional director of marketing and business development Bridget Dewar would not disclose the identities of other agencies involved.
"We put out a tender and looked at two to three agencies," said Dewar. "Gavin Anderson had the right background and experience, having represented law firms before. We felt the team had a good understanding of the industry and our needs in terms of a regional PR strategy."
This will involve raising Paul Hastings' profile in the two markets, where its brand is still relatively new. As an international full-service law firm, Paul Hastings competes against Wall Street's 'white shoe' firms, and London's 'Magic Circle'.
"As a global law firm brand, Paul Hastings is relatively new to the China region," said Dewar. "Although our lawyers are among the most experienced, as a firm, Paul Hastings doesn't yet have the same kind of brand name recognition in China as some of our competitors."
"(We need to achieve) share of voice in a market that is large and highly competitive," said Gavin Anderson managing director Richard Barton.
Gavin Anderson wins law firm pitch
Law firm Paul, Hastings, Janofsky & Walker has selected Gavin Anderson as its corporate communications agency of record for Hong Kong and China after a competitive tender.