18 August 2017. Asia. The Campaign Asia-Pacific Agency-Marketer Partnership Awards, which recognise the region’s most effective client-agency relationships, has presented Ruder Finn Asia with the Single Agency Gold Award for its long-term partnership with Moët Hennessy Diageo (MHD).
The nine-year partnership between Ruder Finn China and MHD was built on a foundation of mutual trust, shared values, and the willingness to explore new approaches in an ever-changing landscape.
Andrew Kwan, Vice President – Marketing, Moët Hennessy Diageo (China):
“The long-standing partnership with Ruder Finn has truly demonstrated a solid collaboration going beyond traditional agency-client module, and jointly conquering the challenges of macroeconomics, especially the dramatic impact of the luxury market in the past decade in China. This is more than a traditional PR agency-client relationship and I’m deeply impressed by Ruder Finn’s pro-activeness, professionalism and responsiveness as a trustful partner. You know you can rely on a partner that not only possesses insights into our business and the market, but always delivers reliable implementations and results beyond expectations, and always elevates their thinking and skill sets in the highly-integrated and digitalized era. With a brand portfolio of over 12 brands from premium spirits, single-malt, to champagne and wine, MHD requires complex brand marketing communications needs on both brand level and corporate level. Ruder Finn manages to equip a team with multiple competencies, working shoulder-to-shoulder with our people from PR, social and digital functions. Tailored strategies and accuracy of implementations, as well as outstanding deliverables, have provided the foundations to support our healthy brand architecture development in the China market. Together, we continue to stretch our reach and engagement with a complicated and fast-changing consumer mix, building up brand leadership of the MHD brand portfolio in the China market.”
Gao Ming, Senior Vice President and General Manager of Luxury Practice, Ruder Finn China:
“It is indeed a rare experience in one’s professional career to have a passionate and open-minded client who shares a common value, who fully trusts you and is willing to explore new adventures with you. In an industry where every agency is talking about transforming into an integrated communications power house, our partnership with MHD is definitely the best living evidence. The two teams side by side have managed many successful integrated campaigns, especially in the last three years.
Mutual trust is the foundation of our collaborations. Despite challenges and uncertainties in the past decade in China – the economy, the performance of the whole luxury industry, and the ever changing communications landscape – our team has been empowered to work and grow together with MHD’s teams. When your client says: “I know you don’t really have experience in this area, but I believe you can make it.”, we feel totally trusted and empowered. With this trust, we have developed many out-of-the-box ideas together and created impact for the brands. Passion is our core value. It is what drives you to dream big and strive for the best, even in times of uncertainty. Our partnership with MHD is also an incubator for many excellent talents. We have seen outstanding staff grow to become senior professionals at director level, most of whom are still on the MHD account. The beauty of such a profound partnership ensures not only achieving communications and business goals, but also the inherited passion that paves the way for more future success. “
This is a great win for Ruder Finn Asia as the award highlights the strength and foundation of the partnership, and the transformation of a traditional PR agency to an integrated communications consultancy. Successfull Ruder Finn’s decade-long partnerships include Hermes, Emirates, B&O, Longines, Visa, and Jumeirah.