Fluid and Protocol partner for Sino-Australian reputation management

HONG KONG - Creative agency Fluid and consulting firm Protocol have announced a strategic partnership to better serve Australian brands looking to build their reputation in China as well as assist Chinese companies in attracting consumers in Australia.

L-R: Paul Clarke (Protocol), Adrienne Bateup-Carlson (Protocol), Guy Parsonage (Fluid)

The Hong Kong-based Fluid and Sydney-based Protocol will combine their aligned experience in "intelligent branding solutions, creative intuition" and analytic expertise" to connect the Australian and Chinese markets.

Protocol sees itself as an expert in defining and communicating key messages to critical audiences in high-value Asian markets, and managing inherent challenges in "the Asian way", according to Protocol CEO Adrienne Bateup-Carlson.

With the companies’ respective strategic locations, skills and resources, each should prove to be quite complementary to the other, said Guy Parsonage, Fluid's CEO. "We are positioning our partnership as a catalyst for creating more valuable connections between these two markets."

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