A New Agency for an Evolving and Dynamic China
By Paul Mottram, Regional President, Asia Pacific
Zeno Group is joining forces with Qu Hong, one of China’s leading communications professionals, to co-found Zeno China Consulting. The new agency will integrate high-level marketing and reputational capabilities with locally savvy, campaign-led execution, backed by the strength of Zeno’s award-winning global network.
Qu Hong was most recently head of BCW in China and will serve as Zeno China Consulting’s founder and chief executive officer, while becoming a member of Zeno Group’s Global Leadership Team. Ruby Fu continues in her role as president of Zeno’s existing China business and will also serve as a senior advisor to Zeno China Consulting.
Why now? “We are at a time of great change. The Chinese economy will continue to grow, but on its own distinct path. Innovation and branding will become new engines of added value and growth. Domestic and multinational companies operating in China need to build and protect their brands and reputations by embracing more sophisticated communications while navigating cultural and economic headwinds, and Zeno China Consulting is born to meet this need,” said Qu Hong. “By co-founding this new agency together with Zeno, we are introducing a unique and agile agency model that combines local ownership and understanding with the experience of a proven global network.”
Qu Hong previously served as chief consultant at the Beijing offices of Edelman and Weber Shandwick, and before that led public policy consulting at Burson-Marsteller China. Prior to his career in communications, he worked with China’s Ministry of Commerce. He has consulted with many of the world’s leading multinational brands and China’s most high-profile companies.
Zeno China Consulting will stand apart from other agencies in China. Its innovative ownership structure combines the resources of a global network with deep local market knowledge. Zeno China Consulting will provide clients a unique combination of sophisticated strategy and local implementation. The agency will also create a modern organizational structure with performance-based incentives to attract China’s brightest talent.
“As Zeno’s business has globalized over the years, we have been seeking ways to strengthen our capability and presence in China. Partnering with Qu Hong on this joint venture re-imagines the traditional agency model in China. The need for elevated strategic communications in China, grounded in local expertise and guided by a global mindset, has never been greater. Zeno China Consulting is well-positioned to lead new conversations and outcomes,” said Barby K. Siegel, Global CEO, Zeno Group.
For more than a decade, Zeno has experienced strong growth driven by its focus on insight-driven, strategic communications and specialized capabilities that drive business and societal impact for its clients. By combining China-centric, C-suite strategy consulting with hyper-local execution, Zeno China Consulting is boldly filling a clear need in one of the world’s most important and challenging markets. As Qu Hong has said, the impact will be positive not just for China, but for the world.
I can’t wait to help make this happen.