Jenny Chan 陳詠欣
Dec 17, 2013

GolinHarris and Magic Group combine PR muscle in China

BEIJING - GolinHarris has formed a strategic partnership with Magic Group to combine expertise in consumer, corporate, healthcare and digital communications for new and existing clients in China.

Catherine Zhou (left) and Jonathan Hughes (right)
Catherine Zhou (left) and Jonathan Hughes (right)

As part of the agreement, GolinHarris will make the intellectual property of its specific tools such as ‘The Delta Set’, ‘Bridge’ and ‘Social Voice’ available to the team at Magic.

Catherine Zhou, general manager of Magic Group, said her agency will offer "local experience and on-the-ground capability" to GolinHarris' international best practices.

Both Magic and GolinHarris have offices in Shanghai, Beijing and Guangzhou, and believe that "teams of specialists will out-perform teams of generalists". Their teams will be structured differently to deliver better work for clients. 

"Together we have a far greater ability to provide strategic support as well as to execute integrated campaigns," commented Jonathan Hughes, international president at GolinHarris.

Founded in 1999, Magic built its reputation on work with Unilever as well as Mars, BMW, and Roche. The local company specialises in areas such as corporate PR, marketing PR, digital PR, event marketing and management, sports marketing, crisis management, and brand management consulting.

GolinHarris provides PR services to brands such as Lux, Dove, Singapore Airlines and Nippon Paint in China. “We have been getting to know Magic for more than two years now from past collaborations,” added Hughes. “China is an extremely important market for us and our partnership means that together we have [more than] 150 specialists".

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