The World Economic Forum has chosen Ogilvy Public Relations, Beijing (Ogilvy PR) as the official PR Partner for its eighth Annual Meeting of the "New Champions", which will take place in Tianjin, China from 10 to 12 September 2014.
"Our team will be on-the-ground all three days of the event, from September 10 through 12," said Scott Kronick, president and CEO of Ogilvy PR Asia Pacific.
"We will be creating content in real-time for the Forum’s local social media platforms Weibo and WeChat so that there is greater public engagement with the event. We are also working closely with the Forum’s global digital team to help adapt meaningful Chinese content for their English social platforms like Twitter and Facebook," he told PRWeek.
This is Ogilvy PR’s eighth year partnering with the World Economic Forum in China. And according to Kronick its scope of work is "getting bigger every year". "We are providing a strategic analysis and counsel on the Forum’s social media presence that will extend beyond the duration of the Meeting," he said.
Sometimes referred to as the ‘Summer Davos,’ the annual meeting is a high-powered gathering of world leaders on innovation, entrepreneurship, science and technology. This year’s theme is ‘Creating Value through Innovation’ and the focus is on experiential learning and creative thought. More than 1,600 leaders from business, government, research, art and culture from over 90 countries are expected to converge in Tianjin.
This year Beijing-based Ogilvy PR vice president Mikko Lan leads the four-member team who will cover the event. He will also provide the World Economic Forum with ‘PR counsel’. The Ogilvy PR team of reporters will work in close coordination with the Forum’s own communications team on the ground. The key value that Ogilvy PR brings with them to the event is two fold. One is the Mandarin language proficiency and the other is its ability to generate publicity in local media.
"Part of what we aim to do is to increase social media follower numbers and driving traffic across the Forum’s multiple platforms," explained Kronick. "Our teams are also aiming to deliver higher media impact and public engagement in both in traditional and social media."
Ogilvy PR has the experience of delivering similar output for many other notable international gatherings in China. This includes the Boao Forum for Asia, the FORTUNE Global Forum and the US-China Forum on the Arts and Culture with the Asia Society. It has also acted as the official PR Partner for a number of the World Economic Forum meetings in other parts of Asia including the Philippines (May 2014), Myanmar (June 2013), India (November 2012) and Thailand (June 2012)