Publicis Groupe acquires Eastwei relations in China

Founded in 1994, Eastwei today employs more than 120 staff across its four offices in Beijing (where it is headquartered), Shanghai, Guangzhou and Chengdu. Eastwei will be renamed Eastwei MSL and will be aligned under MSL Group. It will continue to operate as a separate agency alongside MSL Group's existing firm, MSL China.

Both MSL China and Eastwei MSL China will share a common network brand and become a part of a newly formed MSL Group Greater China Management Board. The Board will lead overall business strategy and network initiatives for MSL Group operations in the market.

Chaired by MSL Group Asia president Glenn Osaki, who is based in Shanghai, the board will include Benjamin Tan from MSL China, Johan Björkstén and Pär Uhlin from Eastwei MSL China, and Venus Chan from MSL Hong Kong.

Johan Björkstén, founder and chairman of Eastwei, has been working in China for more than 20 years and is recognised as one of the most successful foreign businessmen in the country.

Björkstén is a founding member of the Swedish Chamber of Commerce, and has active roles as a board member and China advisor to international companies and organisations.

Following the acquisition, Johan Björkstén will report to Glenn Osaki, president, MSL Group Asia.

"Today marks the second investment in as many months by MSL Group in strengthening capabilities in the Asia region, following the acquisition of 20:20 Media and 2020 Social in India. Eastwei MSL will become a key hub in the MSL Group global network for insight, strategic counsel and campaign execution in China and bring added service offerings to our clients in this important market," said Olivier Fleurot, chief executive officer, MSL Group.

China has one of the most dynamic and fastest-growing communications markets in the world.

According to Zenith Optimedia forecasts (October 2010), Chinese ad market year-on-year growth is expected to reach 14 per cent in 2010, 13.4 per cent in 2011 and 17.7 per cent in 2012.

Publicis Groupe is present in China through all of its global networks. The Groupe currently employs more than 3,700 professionals in 50 cities across China.