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 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.