CDGL Strategic Communications | China Communications Consultancy
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WHO WE ARE

China market consultants

CDGL is a strategic communications consultancy headquartered in Hong Kong and London.

We specialise in providing integrated solutions for international brands and groups addressing Chinese consumers in China and around the world.

Our directors bring over sixty years of combined experience in award-winning communication strategies in Greater China and Asia-Pacific.

Our team and network of partners operate from Hong Kong | Shanghai | Beijing | London | Paris | Geneva.

What is happening in China right now?

UNDERSTAND

Intelligence that helps brands set the right course

 

More than ever, China’s rapid growth is driving significant and ongoing shifts in consumption habits, a complex retail environment, a seamless integration of digital, shifting regulations on how brands can communicate, and even an evolution in national and cultural values.

 

Through in-depth research, market audits and analysis, we help brands understand key aspects of communication in China, including:

  • How to navigate the complexity of China’s changing digital landscape
  • What are the implications when working with Chinese key opinion leaders and celebrities
  • How to prioritise channels when developing communication and marketing plans in China
  • How to assess the value of media spend in China

 

Our services include:

  • Brand assets review and recommendations
  • Competitor benchmarking
  • Stakeholder mapping
  • Industry platforms / positioning opportunities mapping
  • Consumer/stakeholder audits
  • Sector-specific in-depth analyses

RESONATE

Bringing local relevance to communications

 

Drawing from a wealth of experience advising international brands and groups on integrated marketing communications and reputation management in China, we specialise in developing concrete and comprehensive strategies based on real market intelligence to address priorities of businesses in China, and those targeting Chinese consumers abroad.

 

Some of the market complexities that we help our clients tackle:

  • Who are the most influential stakeholders to engage for your brand
  • What industry platforms and forums are the most credible / influential
  • Who are your potential consumers in China, and how do they see you
  • Who are the perceived competitors in your segment, and how do they speak
  • How to integrate and adapt brand assets for the China market

 

Our services include:

  • Integrated communications processes & best practice
  • Messaging & social media guidelines
  • Stakeholder engagement strategy
  • Campaign activation strategies
  • Digital strategy across the Chinese social ecosystem – brand, media and influencers WeChat, Weibo, Zhihu, Baike, Meipai, and more

How to engage with Chinese consumers?

How to protect your reputation?

MANAGE

Protecting your brand reputation

 

Whether they emerge from social media or traditional media, reputation issues for international brands in China often become global within a matter of hours. The ability to respond rapidly and sensibly can make the difference between a short-term issue and real long-term damage to a brand’s reputation and business.

 

We help brands identify:

  • What are the risks linked to image and reputation around Asia
  • When and how to address reputation threats 
  • How to optimise internal response to reputation threats

 

Our services include:

  • Risk audit and mapping
  • Crisis management processes & best practice
  • Influencer screening processes & best practice
  • Crisis response and recovery
  • Spokesperson training
  • Crisis workshops and simulations

OUR PEOPLE

Specialists in cross-cultural communications

Our core team is based in London and Hong Kong, supported by a network of close partners in Shanghai, Beijing, Paris, Geneva.

GREGORY COLE / DIRECTOR

Based in London, Gregory is a China market specialist with over 8 years of international agency experience focusing on China’s premium consumers. Fluent in French, English and Mandarin, Gregory helps brands identify and tackle key challenges in engaging Chinese consumers around the world.

 

Previously head of the lifestyle practice in an international agency in Hong Kong, Gregory’s work has ranged from building and protecting reputations of global groups in China and across Asia, to implementing Chinese consumer activations for brands across lifestyle sectors, including Kering, L’Oréal Group, Macy’s, Jumeirah and Lamborghini.

 

His work in China and Asia has been recognised by various awards including “Young Professional of the Year” by CIPRA (China International Public Relations Association) in 2012, Young Dragon of Asia by PMAA (Promotion Marketing Awards of Asia) in 2015, and “Best Use of Digital” by  PR Week Asia Awards in 2018.

 

Earlier in his career, Gregory worked on national projects at Publicis Events Beijing for international brands including Mercedes Benz, Cartier, L’Oréal, Pernod-Ricard and Wrangler. A Swiss-British national, Gregory grew up in the French Alps and the Wiltshire countryside before obtaining a BA in Chinese (Modern and Classical) at SOAS.

CHEN LIANG / DIRECTOR

Based in Hong Kong, Chen is an integrated communications specialist with experience leading dozens of national campaigns for international fashion and tourism brands in China. A Shanghai native, she is fluent in Mandarin, Shanghainese, Cantonese and English, and enjoys unique insight into the latest China market trends thanks to a far-reaching network across top-tier media, KOLs and institutions around China.

 

Previously Consultant in an international agency, Chen developed, managed and implemented comprehensive campaigns covering paid, owned, earned and shared platforms for international brands including Kering, Silversea, Melissa and Macy’s. She has spearheaded numerous creative collaborations with top-tier publications, KOLs, celebrities and business stakeholders to improve brands’ reputation and support their business in China.

 

While studying for her master in Public Relations and Corporate Communication at NYU, Chen also worked for a broad range of organisations including PSE&G, Monique Péan and the United Nations.

CONTACT

General/Business Enquiries

enquiries@cdglstrategy.com