Sermo Communications network signs up China agency Adventi

Network boss says it had been hard to find the right agency partner with luxury experience in a market dominated by "one-size fits all" outfits

Tanya Hughes, president of Sermo Communications.
Tanya Hughes, president of Sermo Communications.

Lifestyle and luxury communications network Sermo has signed up Adventi Communication as a new agency partner in China.

The agency, headquartered in Shanghai, was founded by marketing and luxury PR specialist Hong Mahe in 2004.

The team of 40 staff has created and managed campaigns for Patek Philippe, Hermes, Boucheron, Goyard, Gucci, Lacoste, Harry Winston, Chanel, Panerai, Montblanc, Porsche, Sephora and Glenmorangie.

Sermo, founded by Talk PR in 2009, now has 14 partners in 19 cities across 16 countries, with over 500 staff and a fee income of £27million.

The network has additional new partners in Europe and Asia-Pacific in the pipeline.

Mahe said: "After 11 years building Adventi into one of the top consultancies in China, the time is right to extend our global reach. Joining Sermo is the perfect solution for us—allowing us to retain our local independence whilst benefiting from the collective power of an amazing network of leading lifestyle specialists. I look forward to sharing inspiration and business."

Tanya Hughes, president of Sermo Communications, said it was hard to underestimate the importance of the Chinese market, but it had been hard to find the right agency partner.

"The market is dominated by major one-size-fits-all networks and the small, local agencies we’ve looked at don’t have the right luxury and lifestyle credentials. We found Adventi through our Hong Kong-based partner, Flare Communications, with whom they share several clients. And earlier this year, Adventi did some brilliant project work for Talk PR’s client, The British Fashion Council. Hong and her team are going to be a fantastic addition to the Sermo family."

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