TOKYO—Dentsu, one of the world’s largest advertising agencies, and its Dentsu Public Relations subsidiary, are partnering with leading Chinese independent public relations firm BlueFocus Communication Group to launch Dentsu BlueFocus Public Relations Consulting, a PR agency with a network spanning 23 cities in China. The new company will be owned by BlueFocus (51 percent), Dentsu (34 percent), and Dentsu PR (15 percent).
BlueFocus will bring its national network of offrices and expertise in the growing Chinese public relations market, as well as its media and government relations experience into the joint venture, while Dentsu and Dentsu PR will contribute experience in PR planning and crisis management consulting.
According to a news release announcing the deal, “Dentsu Group is currently in the process of building on its service strengths in specialized domains such as sales promotions and digital business. The establishment of the new joint venture with BlueFocus, a major PR company with the largest network in China as well as superior expertise and resources, will enable the Dentsu Group to enhance its strengths in PR services and establish a solid framework for the provision of comprehensive communications services to client companies.”
Dentsu BlueFocus will be led by chairman Kunihiro Matsushima (currently executive officer/regional director for Dentsu in China) and managing director Luo Bin (vice president, BlueFocus PR) and will have a dedicated staff of 15 providing PR services including crisis management consulting, event planning and execution, government relations and CSR activities.
Blue Focus, with 650 people in 23 offices will continue to be led by chairman and CEO Zhao Wen Quan.