Shanghai-based agency Pro Trend looks for expansion, adds board members from Axis

In the 18-months since Axis established itself as a bridge between international 4A and local agencies, Rutherford and Au have joined the boards of four local agencies in China.

Rutherford, founder and partner of Axis, is also the chairman and global president of the International Advertising Association.  

Gary Ye (pictured), general manager of Pro Trend said: "Rutherford and Au's experience in brand advertising, digital marketing and working with international clients will be invaluable." 

Shanghai-based Pro Trend Advertising (上海激创广告) is an 80-employee full-service agency set up in Shanghai in 2006. It has a client portfolio that includes Shanghai General Motors, SAIC, Philips, Maybelline, KOSE, Royal Canin and Remy Martin. 

Pro Trend’s work has been rewarded at the China Effies, Yellow River, ROI and LongXi Creative Awards over the past few years. 

Au told Campaign Asia-Pacific that since the establishment of Axis, its objectives have been to work closely with international agency networks and private equity firms to support the development of their expansion strategies in Asia, while helping local agencies in China find suitable platforms through joint ventures, mergers and acquisitions (M&As) or strategic alliances.

"Foreign companies find it harder to do local brands, while local agencies lack the international branding credential and are less likely to be invited to a pitch by international clients," she said. "So we are bridging the two sides."

Pro Trend Advertising is the fourth local agency to invite Rutherford and Au to join its board of directors. Another major local full-service agency, Online Media Partners, joined Axis in May 2011.

Pro Trend already has a stable team and has been serving big international clients such as General Motors, Philips and L'Oreal, Au said. Therefore it wants to move the next level by working with more international clients in different fields and expanding beyond Shanghai.

A longer-term goal is to look for potential M&As with international companies.