Grey expands social capabilities with acquisition in China

CHINA - Grey Group has acquired a majority stake in Easycom, an ePR and social-media agency in China.

The move is response to what the network said is the “dramatic evolution” of the communications ecosystem in China in the last two years, with social now a prerequisite assignment for all marketers.

This acquisition is intended accelerate Grey’s growth in the market, and offer clients access to a wide portfolio of multi-disciplinary marketing services and holistic solutions.

Founded in Shanghai in 2006, Easycom has a headcount of more than 40 full-time staff, with capabilities and experience in social-media strategy, KOL (key opinion leader) management, social-content creation, social-campaign management, S2O (social to offline) event activation, media relations and crisis management.

The agency boasts clients including L'Oréal, LVMH, Philips, Diageo, Boehringer-Ingelheim, Kiehl’s, Coty, and China Merchants Bank.

Easycom will focus on building the scale and breadth required to address clients’ most pressing branding and marketing needs, by combining Grey’s strength in the brand strategy and creative, with its knowledge of China’s social media space.

“This acquisition will ensure our clients receive the best expertise, world-class professional services, and strong executional capabilities required to maximize their potential and opportunities in the social world,” said TH Peng, chairman & CEO of Grey Group Greater China.

Rococo Li and Jojo Yang, co-founders of Easycom, described the acquisition as “recognition of our hard work in the social-media marketing industry for the past 10 years in China.”