Ruder Finn has been voted ‘Greater China Consultancy of the Year’ in the 2019 SABRE Asia-Pacific Awards. This prestigious award, given annually by The Holmes Report, the authoritative voice of the global public relations industry, reinforces Ruder Finn’s established presence as the leading consultancy in one of the world’s biggest markets.
Ruder Finn Group also won two Gold SABRE Awards from their 13 finalists. Ruder Finn Beijing, with China CITIC Bank Credit Card, took home the Financial Service Gold Award for its integrated marketing communication campaign ‘Break Bias, Create Possibilities’. RFI Asia, with HSBC, was the winner in the Digital Video category for its social campaign #ThisIsMyCNY: A Fresh Perspective on Chinese New Year Traditions in the IN2 SABRE Awards, which recognize excellence in multimedia content creation.
With 30 years’ experience in the Chinese market, Ruder Finn is focussed on ‘what’s next’ – the trends, technologies, and ideas that are reshaping business, communications, and creativity in order to help our clients engage with those vital to their success. We do this by delivering meaningful, measurable, business results through inspirational, data-driven, communications counsel and solutions. As a global, integrated communications consultancy, we produce award-winning work at the intersection of strategy, creativity and content.
Ruder Finn has strong competitiveness in luxury, healthcare, travel and tourism, automotive, beauty and range of other sectors, allowing us to achieve double-digit growth in revenue for several consecutive years. With the forward-looking insights of the market, Ruder Finn became a pioneer in embracing digital marketing. In order to better solve the conversion rate dilemma encountered by brands in digital marketing, Ruder Finn launched ‘InfluenPedia’, the smart influencer analytics platform leveraging deep learning and data analysis. This system consolidates data from multiple sources to deliver insights for brands to make smarter decisions and more effective marketing investments on celebrities and key influences. As a result, Ruder Finn has become a 360° IMC partner of many global well-known brands over the long-term.
Elan Shou, Executive Vice President, Regional Director of Asia and Managing Director of Greater China at Ruder Finn Group, said: “It is an honor to bring this award home. This award is not just for the corporation but for every staff member at Ruder Finn. The industry is constantly facing opportunities and challenges. Without the excellent performance and the brave innovation of our team, we will never conquer the uncharted territories.”
Ruder Finn Group Gold SABRE Awards Case Sharing
Financial Service Gold Award: Break Bias, Create Possibilities
China CITIC Bank Credit Card with Ruder Finn Beijing
In 2019, CITIC Credit Card upgraded its Magic Lady Card (a credit card customized for female consumers) on 8th March which also coincided with International Women’s Day.
In China it is national policy that both men and women are equal. However, there still exists gender bias and a woman’s position is generally regarded as lower than that of men. Some 43% of Chinese women are less confident in the workplace and their daily life. To boldly tackle that issue, Ruder Finn helped CITIC to develop the tagline ‘Break Bias, Create Possibilities’ to match the new product features. An integrated 15-day offline event was launched which took consumers to a ‘Wonderland Apartment’ with products to enhance the brand’s bold statement and increase brand awareness and preference. The event visualized all the discriminations that women face in China, but empowered and encouraged them with actionable slogans.
The campaign collaborated with, and was endorsed by, pioneer women KOLs from diverse fields on social media which initiated in-depth consumer engagement. The offline event and online social platforms collaboration triggered resonance with consumers and successfully built an emotional bond between consumers and the brand.
Digital Video Winner: #ThisIsMyCNY: A Fresh Perspective on Chinese New Year Traditions
HSBC with RFI Asia
Millennials in Hong Kong are sometimes unfairly perceived as having a lackadaisical outlook towards tradition. But in truth, millennials care a lot; they just have their own way of showing it. In fact, the modern world calls for us to keep our minds open, as modern families define their own way to celebrate. And HSBC understands that, in Chinese culture, it’s not what you say, it’s what you do that matters most. So, this year, to celebrate Lunar New Year in 2019, HSBC takes a walk in the shoes of a millennial to tell a truly modern-day Chinese New Year story. Proving that the ‘me’ generation is also a generation that cares, and that actions speak far louder than words ever could.
To share the millennial Chinese New Year story, HSBC launched a campaign using Facebook Stories, producing a ‘docu-series’ that follows a typical HK millennial, in the actual days leading up to New Year’s Day. HSBC wanted to show it’s not what you say, it’s what you do that matters most.