Fleishman-Hillard wins retainer PR account for RockBund in Shanghai

The contract was signed following three rounds of competitive pitches during February this year. Over six PR agencies participated including Ogilvy PR.

The RockBund project is one of the most exclusive commercial property restoration and development projects in Shanghai's history, and includes the renovation under the leadership of renowned British architect David Chipperfield of 11 historic heritage buildings on Yuanmingyuan Lu and Huqiu Lu, as well as five new buildings .

The project aims to turn the district into a fashionable neighborhood with international flagship stores and shopping centers, restaurants, theaters, museums, offices and deluxe apartment buildings. The area was originally developed as part of the British Consulate in the late 1840s.

"This is one of the largest retainer wins in China's PR industry this year," Alex He, senior VP and Shanghai GM of Fleishman-Hillard, said of the win. "Fleishman-Hillard will play a strategic partnership role that will stretch into the next three to five years."

The team will also function as part of the RockBund management responsible for co-heading the executive committee and the marketing and PR teams, and will also oversee both traditional media and online social media activities.  

As the first building to finish restoration, the RockBund Art Museum will officially open to the public on 3 May with an inaugural exhibition titled "Cai Guo-Qiang: Peasant Da Vincis."