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GE. In-house PR Team of the Year


Winner
Campaign Title

In-house PR Team
Client

Saatchi & Saatchi China
Agency

Saatchi & Saatchi China’s goal is to be revered as a hothouse for world-changing creative ideas that transform our clients’ businesses, brands and reputations and to be a Lovemark brand in the hearts of more people. Prior to 2013, the agency had almost no social media presence. The PR team set out to develop a following of fans ranking among the industry’s top three agencies. Fans on the agenc’s Weibo account rocketed by 800 per cent, breaking 170,000 followers, the most in the industry and 25 per cent more than its closest competitor. Over 40,000 average views of daily posts were attained and the team also managed the China section of the agency’s Asia-Pacific blog, attracting an average of more than 10,000 daily views.
To raise awareness outside of the industry, the team planned a series of public service ads (the Aged Care TV series and the Silent World) and events (Water for Children, the Paper Cuts Life art performances and the Eco Office Project). It devised an awards strategy (picking up a Silver in Campaign’s Agency of the Year) and among other initiatives, secured a partnership with Starcom to offer insights into women’s psyche and needs across Greater China.