Ruder Finn picks up Bosch’s PR retainer account in China

The contract covers the client's four business units in China: Bosch China Corporate, Bosch Diesel Systems, Bosch Chassis System Control, and Bosch Power Tools.

This client previously worked with a number of agencies, including Fleishman-Hillard and Hill & Knowlton on a project-by-project basis.

The retainer PR win was a result of a competitive pitch involving at least three international agencies in the first quarter of this year.

Supported by Ruder Finn’s nationwide network, the first three sectors will be led by Ruder Finn Beijing while Ruder Finn Shanghai will lead Bosch Power Tools.  Ruder Finn is charged with providing strategic counsel, planning and support, media communications, event organisation and business insight for all units.

Peter Li, consultant of Ruder Finn Asia, says the agency has over 14 years' experience and expertise in China’s automobile market communications. Current clients include Michelin, Volkswagen and Lamborghini, while Ruder Finn has also worked with Audi, DaimlerChrysler and Volvo previously. "It was a deciding factor for winning the pitch," Li said, noting that automonile business now plays an important role in Bosch China’s business.

“During the pitch process, Ruder Finn demonstrated a high sensitivity of industry understanding and strategic thinking," Catherine Peng, corporate communications director of Bosch (China) Investment, said. "We believe that its long-term experience in related areas forms a very solid foundation for providing the right communication for our brand in China covering automotive businesses as well as the power tool business.”

Before signing the retainer PR contract, Ruder Finn had previously worked with Bosch on the launch of its new China headquarters in Shanghai last April.