Burson-Marsteller has announced the launching of a new venture together with Chinese PR agency Flyfinger, called StepUp China.
Headquartered in Beijing, StepUp China will target local startups that have successfully gotten off the ground, but do not have the comms capabilities to grow their brands.
Joe Peng, lead digital strategist for Burson-Marsteller China, will head up StepUp China. The agency already has Dream Server and non-fiction writing platform China30s on its books.
"In this dynamic market, our vision is to grow with our clients in the long run," Peng said. "Our heritage, scale, breadth, depth, and innovative services enable this to happen, and we are very excited."
BM has teamed up with Flyfinger, an agency focused on China’s startup scene with a selection of integrated comms products designed for startups.
The agencies have worked together on several previous projects in the past.
StepUp China will work in a similar fashion to the original StepUp, established by Genesis Burson-Marsteller in India in 2014, by having two service offerings: ‘custom packages’ and ‘partnering for growth services’.
Custom packages will target startups that need to move to a more mature branding strategy, and help take them through the steps to do that.
This may include product promotion, building a brand image, building industry impact, managing product launches and devising comms strategies specific for small companies.
Partnering for growth service is designed for startups that are already mature and require long-term comms counsel on issues such as brand positioning, media relations, crisis management and user interaction.
Ruby Fu, CEO of Burson-Marsteller China, said StepUp China will target "highly competent innovative start-ups already recognised by the capital market".
"StepUp is an innovative approach to client service and opens up a range of opportunities for new companies that need to build their brands but often lack the capacity of larger multinationals," she said.
Yonggang Hu, co-founder of Flyfinger, said: "This partnership we are launching with Burson-Marsteller will enable us to provide comprehensive services in this market.
"Start-ups have high expectations on correct approaches, speed and results; these are standards that we share."