Grey expands social capabilities with acquisition in China

Social agency Easycom will help Grey navigate the "dramatic growth" of China's social media.

L-R: Rococo Li, Jojo Yang
L-R: Rococo Li, Jojo Yang

SHANGHAI: Grey Group has acquired a majority stake in Easycom, an ePR and social media agency in China.

The move is a response to what the network said is the "dramatic evolution" of the communications ecosystem in China in the last two years, with social now a prerequisite assignment for all marketers.

This acquisition is intended to accelerate Grey’s growth in the market and offer clients access to a wide portfolio of multidisciplinary marketing services and holistic solutions.

Founded in Shanghai in 2006, Easycom has a headcount of more than 40 full-time staff, with capabilities and experience in social-media strategy, Key opinion leader management, social-content creation, social-campaign management, social to offline event activation, media relations, and crisis management.

The agency boasts clients including L'Oréal, LVMH, Philips, Diageo, Boehringer-Ingelheim, Kiehl’s, Coty, and China Merchants Bank.

Easycom will focus on building the scale and breadth required to address clients’ most pressing branding and marketing needs by combining Grey’s strength in brand strategy and creative with its knowledge of China’s social media space.

"This acquisition will ensure our clients receive the best expertise, world-class professional services, and strong executional capabilities required to maximize their potential and opportunities in the social world," said TH Peng, chairman and CEO of Grey Group Greater China.

Rococo Li and Jojo Yang, cofounders of Easycom, described the acquisition as "recognition of our hard work in the social media marketing industry for the past 10 years in China."

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