The firm, headed by president David Zhang, will still offer PR, marketing services, advertising and events, but the company's overall brand has been refined to ensure client recognition in the market. "Most of our customers didn't know that we all belonged to the same group," said Howard Jiang, EVP of Shunya.
Jiang said the new identity would also allow the company greater consistency in promoting its brand, and would create a stronger corporate culture throughout the organisation. He added the move was also recognition of the increasing number of clients who are seeking fully-integrated solutions. "When we approach a client and talk about branding strategy, we do not just focus on PR," said Jiang. "They need an integrated programme."
Jiang said Shunya's largest full-service client currently was Korean car manufacturer Hyundai, closely followed by Japanese projector brand Apson. Network chiefs hope the rebrand will result in the acquisition of more business, because of the distinct advantage they say they now have over other PR companies.
"This is becoming our core competence when we compare it with other PR firms," said Jiang.
The move follows the recent key appointments of former Euro RSCG Beijing managing director James Chen as managing director of Shunya Advertising, and Euro's China ECD Doze Tou as vice-president and ECD of the same division.
Jiang added the firm is also beginning a media planning and buying offering, which would be staffed in-house.
sm
Shunya rebrands to stress integrated offer
Chinese PR firm PFT has rebranded as Shunya Communications Network, in a bid to consolidate its four specialty areas under the one umbrella.
