Fleishman-Hillard International Communications, one of the world's top public relations (PR) firms, announced last week it formed a strategic alliance with Pegasus Communications, a fast-growing, Beijing-based PR agency.

The alliance will enable both firms to provide more comprehensive public relations services to their clients in China.

The alliance builds upon numerous successful co-operations.

"Both Fleishman-Hillard and Pegasus are passionate about this strategic alliance, and we are very confident about the future of our two firms," said Li Hong, managing director of Fleishman-Hillard China.

"Through the alliance, we will expand our service areas from big cities, such as Beijing, Shanghai, and Guangzhou, to provincial capitals.

"Our service scope will also be expanded from traditional public relations to activities aimed at different markets, face-to-face communications aimed at consumers, and direct sales activities. This alliance creates a brand new mode for closer co-operation between international communications firms and local agencies," Li said.

Fleishman-Hillard brings to the partnership a wide range of professional expertise, a strong culture of client service and cutting-edge international marketing communications capabilities, combined with a powerful international network, Li said.

Pegasus, as a fast-growing local agency, has extensive local resources and a proven ability to execute client programmes, Li added.

"Together, we can provide tremendous value to both domestic and foreign companies who aim to develop opportunities in China's market," Li said.

The alliance transforms Pegasus and Fleishman-Hillard into one of the largest PR powers - with more than 60 employees serving Beijing, Shanghai and Guangzhou - in China, said Steven Cao, managing director of Pegasus.

"Pegasus' integrated marketing communications capability will add particular value to the alliance. We can provide ... the kind of comprehensive solutions that are so important to quickly developing domestic brands."

The alliance will service clients in numerous traditional PR areas - including media relations, market promotion, information technology and financial communications.

The partners will also co-operate to offer clients brand communications consulting, public affairs, government relations, database marketing and sales, network promotions and corporate sponsorships.

"The strategic alliance ... will promote the development of China's public relations industry. I wish their alliance success," said Zheng Yannong, vice-president and general secretary of the China International Public Relations Association.

Fleishman-Hillard has built its reputation by using strategic communications to deliver what its clients value most: Meaningful, positive and measurable impact on the performance of their organizations.

Based in St. Louis, the firm has operations in North America, Europe, Asia, Latin America, Australia and South Africa.

The company has 83 offices.

The firm operates in the Chinese mainland as Fleishman-Hillard Link Ltd, a majority-owned joint venture between Fleishman-Hillard and Beijing Link Public Relations.

Fleishman-Hillard is part of Omnicom Group Inc, a leading global marketing and corporate communications company.

Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations, and other specialty communications services to more than 5,000 clients in more than 100 countries.

Since its establishment in 2002, Pegasus Communications has expanded from traditional public relations services to integrated marketing communications that extends from brand management to end-user promotions.

Pegasus Communications has served clients across countless sectors - including fast-moving consumer goods, automobile, real estate, industrial automation, telecommunications and government.

China Business Weekly news

(Business Weekly 01/13/2004 page10)