While the agency already provides a number of services to Chinese clients – and claims to have been the first comms agency to open in China – the creation of EastWest signals a new focus on this segment of the market.
A spokesman for H+K said there was no individual leading EastWest per se, as account teams will be built on a client-by-client basis. However, he did say that fluent Mandarin speaker Peter Headden, an account director in its London energy and industrial team, would play a major role.
EastWest will operate from the firm's London, Washington, Ottawa and Beijing offices.
Services include market entry strategy, audience mapping and engagement, campaign development, messaging and storytelling, brand marketing and design, digital comms, government relations, media relations, channel strategy, reputation management, measurement and analysis and senior counsel.
Richard Millar, H+K London CEO, said: "Chinese investment in Europe, across a range of sectors, continues to grow. At the same time the communications landscape is changing rapidly. As the lines between business and communications strategies become increasingly blurred, Chinese companies need to find more creative solutions to the challenges and opportunities that European markets present. H+K’s purpose-driven communications model means we are uniquely placed to help companies navigate this new landscape. H+K EastWest will serve this aim."