US shoe company TOMS has hired Reuter Communications as its PR lead in China.
Set up in 2010 by Chloe Reuter, the Shanghai-based boutique PR agency focuses on advising lifestyle and luxury brands across Greater China.
The firm will be responsible for exploring growth opportunities and creative comms strategies for TOMS.
Established in 2006 by entrepreneur Blake MyCoskie, TOMS rose in prominence for its ‘One for One’ concept, matching every pair of shoes sold with a new pair for a child in need.
Reuter will handle media relations, influence engagement, new product launches and all-round comms work for TOMS in China.
"We are excited to be working with a brand that is doing good across the world and can’t wait to help them reach new heights in China," said Nick Cakebread, managing partner of Reuter Communications.
Jen Loong, TOMS director of brand marketing, China, said: "This year is TOMS’ 10 year anniversary. We have an exciting year ahead with Blake’s visit to China and the opening of our store at Shanghai Disneyland Resort.
"We’re delighted to be working with the Reuter Communications team."