Jenny Chan 陳詠欣
Nov 22, 2011

MSL China and Eastwei MSL merge

BEIJING - MSL Group has merged subsidiaries MSL China and Eastwei MSL to form a single public relations and social media agency, said to now have the widest reach in mainland China.

MSL China and Eastwei MSL merge

The union merges the communications expertise of both teams to create a larger player in terms of scale of operations, as well as opportunities for innovation. The new agency will operate under the MSL China brand, with the two teams moving into combined premises on 5 December.

The move reinforces MSL Group's long-term strategy to organise operations around client needs, and expand and deepen specialty communications service offerings in Greater China. That included the acquisitions of Eastwei Relations and Genedigi Group in the mainland, and Interactive Communications in Taiwan during the past year. 

MSL China will now includes 200 communications professionals across offices in Beijing, Shanghai, Guangzhou and Chengdu. It is led by 24 senior consultants, many of whom have been with the agency for a decade or more, the company said. MSL China confirmed that there will be no direct layoffs as a result of the merger. In fact, Campaign was told the agency is currently operating below capacity and is looking to hire more staff.
Glenn Osaki, president of MSL Group Asia, and chair of the MSL Group's greater China management board, said more of the group's clients are focusing on mainland China for growth. "The new MSL China is our clients' unique source for creativity, engagement and value to position, promote and protect their brands and businesses".

MSL China will continue to build on Eastwei MSL's “knowledge-driven communications” positioning. Drawing on the strengths of each agency, the new MSL China team will tap on experience from multiple clients in China's manufacturing, food and beverage, technology, healthcare, tourism, retail and luxury industries.

The merger will also result in expanded roles for senior leadership. Par Uhlin, previously managing director of Eastwei MSL, becomes managing director of the larger MSL China, which was Benjamin Tan's former role. Tan now takes on a dual-role as MSL Group Greater China's client engagement director and MSL Group's Asia director for business-to-business and technology. 





Campaign China

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