NEW YORK: Burson-Marsteller has chosen Daisy King, market leader of the agency's Shanghai, Guangzhou, and Chengdu offices, to head its new US-based China specialty group.
King, who has been at BM for 11 years, will be leading the group as the managing director of the firm's US corporate practice. She will be responsible for addressing any issues for her US and Chinese clients, and she will be reporting to Jason Schechter, US Corporate Practice Chair at BM.
“Being in China in the PR industry for the past 20 years, I really understand how the Chinese clients and also the US headquarter clients are trying to understand each other,” King said.
BM created the group to focus on business dealings between US clients in China and Chinese clients in the US. With relationships between Chinese and American companies growing, the agency wants to be one of the first to concentrate on strategic communications between the two countries, according to Schechter.
“It's a response to the needs of our clients and I think our clients are either global, becoming global, or they're thinking globally,” Schechter said. “A big part of that for us is to help break down the barriers between East and West.”
“They have a need to understand each other's markets and cultures, their regulatory and business environments,” he added. “And that need is growing exponentially, so bringing Daisy to the US and creating a China specialty group around her helps us fulfill that need for our clients.”
Although Schechter explained that it's too early to list specific clients, the firm is expecting to work with professional services, retail companies, financial services, and any other businesses that may be developing in China. The specialty group will also be helping Chinese clients to lower barriers to accessing US industries.
In the future, BM may also develop additional specialty groups for other countries around the world.
“BM is a global firm,” Schechter said. “We have offices around the world, and I think we're very good at working virtually with our clients in other markets.”
“In this market particularly it makes sense given some of the obvious barriers you have with distance, time, and cultural differences,” he added. “We can bridge those types of gaps.”