Rapp is aiming to make major inroads into the burgeoning Chinese market by striking an alliance with independent CRM agency 180China, which has offices in Beijing, Shanghai and Dalian.
The Omnicom business already has offices in the UK, US, Brazil, France, Germany and Dubai, although until now the Asian operation was limited to its Singapore hub. The deal with 180China – which has led to the creation of Rapp 180China – is aimed at strengthening its network in one of the key agency battlegrounds, with more and more clients demanding a Chinese presence.
Founded in 2002, 180China specialises in what it calls “transmedia storytelling”, creating campaigns across multiple media platforms.
Former UK boss Marco Scognamiglio has been working on building the Rapp network in Asia – as well as in Europe, the Middle East and Africa – since being handed the role of president of Rapp EMEA and APAC last year. In June, he took on the extra responsibility of acting global chief executive, following the resignation of Alexei Orlov.
He said of the deal: “The Asian market is a crucial area of growth for global clients in our current and future client portfolio – and building our presence in this region requires great talent. Our relationship with Rapp 180China serves as an example of how Rapp is committed to both enhancing the value we bring to our global clients as well as nurturing our industry’s best talents.”
180China chief executive Stone Lei added: “This is an exciting and promising partnership with Rapp for the future of CRM. In addition to helping continue the success and momentum of Rapp’s digital and social communication solutions, 180China will provide more comprehensive and accountable services to clients.”
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