BEIJING—Golin has significantly expanded its offering in China by acquiring local partner Magic Group, creating a 150-person firm called GolinMagic.
The deal comes two years after Golin established a strategic partnership with Magic. It comes after Golin inked similar joint ventures to broaden its geographic footprint in Turkey and Russia, among other markets.
The founders of Magic, Catherine Zhou and Frank Ren, along with Golin Shanghai GM Sarah Chin will lead the business operations of GolinMagic as managing directors. The firm operates across Beijing, Shanghai and Guangzhou, with Ren heading corporate, Zhou overseeing healthcare and Chin taking charge of consumer.
The leadership team is rounded out by head of digital Adrian Looi, and Rachel Hsueh, who will lead technology in addition to her role as MD and head of technology for Golin Taiwan.
"Finding a partner who shares the same obsessions as you do around bravery, creativity, innovation and quality is the key,” said Golin CEO, Fred Cook. "When we first met the founding partners at Magic we knew we had found kindred spirits. This journey has taken some time but it is a testament to our shared vision, values and culture that we are here today."
Magic is best known for its work with Unilever — a key Golin client. Other Magic accounts have included Mars, BMW, and Roche, while Golin China works on Lux, Dove, Singapore Airlines and Nippon Paint.
"This is about offering fresh new thinking and ways of working to our clients and I can’t wait to see this team bring their integrated vision to life," added Golin Asia president Jonathan Hughes.
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