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Grayling, Shanghai, towers over other communication agencies like the three iconic skyscrapers of the Liujiazui Financial District.
Whether we’re taking international brands into the Asian market or expanding Chinese national brands across the country, our boutique communication agency provides integrated marketing communications – with a focus on consumer tech, education, food and drink, and retail.
We know that consumers in Eastern China are the most open to innovation, which is why we’ve perfectly positioned ourselves in the happening consumer-focused hub of the east.
And though our team specialises in this region of China, our connected network allows us to operate across the whole country and globally too.
This local-global reach can only be maintained through the depth of our people. That’s why half of our team members belong to Gen Z. A demographic that embraces the digital world – to play, innovate and create social content every day.
The rest? Our senior counsel. Ex in-house marketing directors, planners, creatives, the list goes on. Experienced professionals with hands on knowledge of a great deal more than just PR.
We might just be your cup of tea.
Although with clients like Starbucks on our roster, why drop by Grayling, Shanghai HQ for a coffee instead?
Launching seven Starbucks stores in Eastern China
As Starbucks strives to keep pace with the fast-evolving aspirational lifestyle tastes of the Chinese consumer, it has launched several different new concept stores in Eastern China, including a pet-friendly ‘Residential Store’ a ‘Reserve Only’ store and its first bakery café and Bar Mixato – and turned to Grayling for support.
For each store, the team implemented a phased marketing communication campaign to engage with media and key influencers, generating not just widespread media coverage, but strong footfall.
Establishing leadership in sustainability in China
Royal DSM is a global company active in a range of industries. While its science-based solutions are well-known in vertical sectors including food and drink, electronics, marine, and energy, our brief was to establish the company’s reputation among the general public in its sustainability efforts.
We achieved this by demonstrating that DSM’s sustainability policies and practices were in line with the Chinese government’s own policies, leveraging the official position to tell through the media the story that ‘sustainability’ is far more than recycling.
Establish Huawei's leadership in retail
As a global leading consumer tech brand, Huawei has decided to strengthen its retail strategy to tie up the bonding with consumer and enhance their experience.
The Huawei Shenzhen Nanshan Store is the first flagship store globally, the opening campaign is not building the awareness of the store in local market but also promote the retail branding globally.
Grayling drives the opening campaign and integrate PR and social channels to maximize the buzz on and offline in opening period.