Golin acquires Magic Group in China and launches GolinMagic

New venture will combine Magic and Golin's China offerings into a new agency of over 150 staff

Fred Cook

Golin today announced that it has acquired Chinese PR firm Magic Group to form a new venture, GolinMagic.

The new agency will operate from offices in Beijing, Shanghai and Guangzhou.

Both firms existing offices will be rebranded GolinMagic. The move sees Golin's China staff swell from 50 to 150.

"Finding a partner who shares the same obsessions as you do around bravery, creativity, innovation and quality is the key," said Golin CEO, Fred Cook.

"When we first met the founding partners at Magic we knew we had found kindred spirits. This journey has taken some time but it is a testament to our shared vision, values and culture that we are here today."

The agencies signed a strategic partnership in December 2013 and rumours of a full acquisition have been circulating since last year. Magic was established 16 years ago.

Both firms have strong expertise in consumer, corporate, healthcare and digital PR work.

Magic’s founders, Catherine Zhou and Frank Ren, together with Golin Shanghai’s general manager Sarah Chin, will be the managing directors of GolinMagic.

Each will also be responsible for an industry specialism. Ren will lead the corporate practice, Zhou will be in charge of healthcare and Chin will take on the consumer group.

In addition, Adrian Looi, Golin’s China digital director, will be the new venture’s head of digital, and Rachel Hsueh will lead technology on top of her role as managing director of Golin Taiwan.

"We’re excited to at last be able to announce this deal," said Zhou, founder of Magic Group. "Golin has been a great partner for us over the years. We have shared clients, collaborated and won more new assignments together.

"Creating GolinMagic was a natural next step and we believe we can bring something new and fresh to our clients and staff in China."

Jonathan Hughes, Golin’s president, International, said: "I am very proud of the strong management team we now have in GolinMagic. This is about offering fresh new thinking and ways of working to our clients and I can’t wait to see this team bring their integrated vision to life.

"I also want to thank our staff, clients and partners for their ongoing support and for being part of this journey with us."

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