Arun Sudhaman

Working the angles around media, comms and marketing.

Beijing hires H&K

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So Beijing has hired Hill & Knowlton to handle its global comms account.

It reminds of the run-up to last year’s Olympics, when a Government brief aimed at tackling China’s global image problems was doing the rounds. That never materialised into anything, and it appears unlikely to be related to this – given that the H&K win seems squarely focused on the city of Beijing.

It is a little ironic that H&K appears to have secured this account on the back of it’s work handling global PR for last year’s Olympics. For those with short memories, China suffered a number of reputation issues in the run-up to the games. One year before the Games, this story concluded that H&K was ‘hardly empowered’.

Anyway, by the time the Games ended, the country had presented a reasonably credible account of itself – although things would soon change once the milk scandal surfaced. Still, this is a smart move by Beijing as long as both client and agency are serious about addressing the full range of perceptions and opinions they are likely to encounter.

And, no doubt, this is exactly kind of nice follow-up business H&K would have been hoping for when it won the Olympics brief in the first place.

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Written by Arun Sudhaman

September 25, 2009 at 5:03 pm

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