SERMO signs up new partner in China

SERMO has signed a new agency partner in China, extending its reach across Asia.

In China, a strategically important market for luxury and lifestyle brands, the network has signed ADVENTI Communication. Headquartered in Shanghai, the agency was founded by marketing and luxury PR specialist, Hong Mahe, in 2004. Hong has built the agency on a reputation for credibility, creativity and excellence in client service. Hong and her team of 40 staff have created and managed campaigns for some of the world’s biggest luxury brands, including Patek Philippe, Hermes, Boucheron, Goyard, Gucci, Lacoste, Harry Winston, Chanel, Panerai, Montblanc, Porsche, Sephora and Glenmorangie, amongst many others.

Built on relationships, not ownership, SERMO offers clients both the creativity and connections of local specialists with the global, strategic perspective of the major corporate networks. Now with 14 partners in 19 cities across 16 countries, SERMO has over 500 staff and a fee income of £27million. The network is growing to meet the needs of global brands, with new partners in Europe and Asia-Pacific in the pipeline.

Hong Mahe, director of ADVENTI Communication said, “After 11 years building ADVENTI into one of the top consultancies in China, the time is right to extend our global reach. Joining SERMO is the perfect solution for us – allowing us to retain our local independence whilst benefiting from the collective power of an amazing network of leading lifestyle specialists. I look forward to sharing inspiration and business!”

Tanya Hughes, president of SERMO Communications, comments “It’s hard to underestimate the importance of the Chinese market, yet it’s been hard to find the right agency partner for SERMO. The market is dominated by major one-size-fits-all networks and the small, local agencies we’ve looked at don’t have the right luxury and lifestyle credentials. We found ADVENTI through our Hong Kong based partner, Flare Communications, with whom they share several clients. And earlier this year, ADVENTI did some brilliant project work for Talk PR’s client, The British Fashion Council. Hong and her team are going to be a fantastic addition to the SERMO family.”