SHANGHAI--Bosch China has called in Ruder Finn to oversee PR support for four of the company’s business units, following a pitch that featured several of the country’s MNC agencies.
Ruder Finn will handle comms support for Bosch’s corporate, diesel system and chassis system control units from its Beijing office. Meanwhile, the firm’s Shanghai office will lead PR for Bosch’s power tools unit.
The agency is charged with providing strategic counsel, planning, media communciations, event organization and business insight. Bosch China’s business is led by its automotive unit, which accounts for 63 percent of its total sales in the country. Overall, the company employs 26,200 people in the country, generating sales of Rmb 37.3 billion (US$5.8bn) in 2010.
The development comes after the opening of Bosch’s new China HQ in Shanghai earlier this year, for which Ruder Finn handled PR. The firm, which possesses an impressive automotive pedigree, and a 20-strong automotive team in China, also supported Bosch on its Shanghai Auto Show programme this year, and its Beijing Auto Show efforts in 2004.
“During the pitch process, Ruder Finn demonstrated a high sensitivity of industry understanding and strategic thinking, we believe that its long-term experience in related areas forms a very solid foundation for providing the right communication for our brand in China covering automotive businesses as well as power tool business,” said Bosch China corporate comms director Catherine Peng.