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_The following is an excerpt from an article written by the Ruder Finn Asia team that was originally published on [**WARC**](https://www.warc.com/content/paywall/article/Bestprac/Crosscultural_communication_Transcreation_is_no_longer_just_about_language/en-GB/153305?)._ 
The overall number of Chinese brands going global is almost explosive. According to customs data, China’s total import and export of goods in 2022 reached 42.07tn yuan and the scale of cross-border e-commerce exports in 2025 is expected to be 2.66tn yuan. Nearly all sectors, from culture and entertainment to information technology, are set to experience a compound annual growth rate of over 20%. Leading industries spearheading globalisation efforts, such as smartphones (Huawei, Xiaomi, Oppo) and home appliances (Midea, Haier), are also seeing stable overseas revenues, with approximately 30–50% of their income coming from abroad each year. 
Currently, a significant percentage of Chinese companies are in the initial stages of globalisation, and it takes three to five years to transition from product globalisation to brand globalisation. In other words, the next five years will see a significant increase in the demand for brand building and communication capabilities from Chinese companies and their agencies. 
But at present, there are very few agencies capable of handling this type of work. In the past year, I have encountered two main types of competitors: 
- Purely local (such as purely Singaporean talent) teams, where proposal-writing skills and understanding of client briefs deviate significantly. 
- Teams based in mainland China, which have experience serving Chinese clients and language abilities to interface with overseas markets but have limited cultural and consumer insights into overseas markets beyond what can be found in reports and search engines. 
Therefore, having a team structure that combines “Chinese people + locals” and the flexibility to make real-time adjustments are crucial in any globalisation process. 
The second observation I had was around “cultural shock” that different China-outbound brands had when it comes to the execution of communication campaigns. Many Chinese brands in the process of going global tend to have a vague segmentation of overseas markets, thinking that regions such as Southeast Asia, South America, South Africa and the Middle East are a single entity (perhaps on a map, the land area of these markets does not look as large in China and the US). In reality, each of these regions is composed of a dozen or even dozens of countries, with their own races, cultures, lifestyles, topography and economic conditions. 
Recently, we received a brief that required our team to partner with fashion media publications in Southeast Asia. This is relatively easy to accomplish in China, where one will communicate with a single point of contact at Vogue or Elle to cover the entire mainland market for content collaborations. This POC can also help brand clients launch activities in different cities and engage with consumers on a nationwide basis. However, in Southeast Asia, it’s not as simple as making a single phone call or contacting one person. If a brand wants to collaborate with Vogue or Elle in countries like Thailand, Malaysia and the Philippines, it needs to reach out to the companies that distribute the magazines in these three countries. The human resources required for this are several times larger than those needed for media collaborations within China. 
So how can we create mutual cultural understanding for Chinese brands and their overseas partners in the process of going global? Clearly, copying the approach that international brands used to enter China is not suitable because China itself is an insular market and when Chinese brands enter another insular market.

Originally published on [**WARC**](https://www.warc.com/content/paywall/article/Bestprac/Crosscultural_communication_Transcreation_is_no_longer_just_about_language/en-GB/153305?).

Cross-cultural communication: Transcreation is no longer just about language

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Ruder Finn Asia proudly celebrates receiving over 40 nominations across the SABRE South Asia, SABRE Asia-Pacific, and IN2 SABRE Asia-Pacific Awards. These achievements reinforce the firm’s creativity, impact, and commitment to excellence in communications. 
Ruder Finn was recognized with: 
- 10 Wins 
- 18 Certificates of Excellence 
- 13 Shortlists

Among the highlights, Elan Shou, Global Chief Growth Officer and Managing Director of Ruder Finn Asia, received the Outstanding Individual Achievement Award, honoring her transformational leadership in building Ruder Finn Asia into a leading integrated marketing and communications powerhouse. 
“I am incredibly proud to congratulate Elan on this well-deserved recognition. She has inspired a culture of innovation, inclusion, and excellence across our Asia-Pacific business, setting a new benchmark for the industry. This award reflects not only her remarkable leadership but also the lasting impact she has made on our people, our clients, and our work,” said Kathy Bloomgarden, CEO of Ruder Finn. 
The SABRE and IN2 Awards are among the communications industry’s most respected accolades, celebrating strategic, creative, and innovative work worldwide. 
"From integrated campaigns to influencer strategy, B2B marketing, and issues management, these awards highlight the creativity, impact, and purpose at the heart of everything we do,” added Elan Shou. “Winning on some of the industry’s most respected stages reinforces our mission to deliver globally relevant, locally resonant work that drives real results.” 
These honors follow other recent achievements, including Ruder Finn being named one of the [**Best Agencies in Asia-Pacific**](https://www.provokemedia.com/events-awards/agencies-of-the-year/the-best-agencies-in-asia-pacific-2025/the-36-best-agencies-in-asia/ruder-finn-asia) by Provoke Media.

Earlier this year, the Ruder Finn expanded its Southeast Asia presence through the acquisition of Era Communications, a 90-person award-winning consultancy with deep local expertise in Thailand, Vietnam, Cambodia, Laos, and Myanmar—strengthening its footprint alongside existing operations in Singapore and Malaysia. 

In addition, Ruder Finn recently launched RF BrandProtect, an advanced AI-driven platform designed to help organizations safeguard reputation and build resilience in a fast-changing digital landscape. Offering real-time monitoring, predictive planning, crisis simulation, and AI-powered response, RF BrandProtect underscores Ruder Finn’s commitment to equipping clients with innovative tools to thrive in today’s complex environment. 
As Ruder Finn broadens its global presence and advances its AI-driven communications capabilities, these awards reaffirm the firm’s dedication to delivering ideas that inspire, engage, and deliver real results.

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Ruder Finn Achieves Record-Breaking Success with Over 40 Honors Across SABRE and IN2 Asia-Pacific Awards 

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Ruder Finn, one of the world’s largest independent global communications and integrated marketing consultancies, announced today the acquisition of [**Era Communications**](https://eracommunications.com/) , an award-winning Southeast Asia-based strategic communications consultancy of 90 professionals, renowned for the deep local insights it applies to best-in-class work. 
 
Through this strategic expansion, Ruder Finn establishes a direct presence in Thailand, Vietnam, Cambodia, Laos, and Myanmar, complementing its existing Southeast Asia operations in Singapore, and Malaysia. This growth significantly strengthens the firm’s regional footprint and enhances its ability to deliver integrated, comprehensive communications solutions to clients across Asia, solidifying Ruder Finn as the foremost independent communications consultancy in the region. 
 
“Expansion in the Asia-Pacific region is an integral part of our global growth strategy as a consultancy. The emerging markets throughout APAC and SEA represent a significant opportunity for our clients who are looking to grow their brand footprints,” said Kathy Bloomgarden, CEO of Ruder Finn. “Welcoming Era Communications builds on our presence in the region, and strengthens our ability to deliver tailored, results-driven solutions grounded in deep local knowledge—while upholding the global standards our clients expect.”

Founded in 2015, Era Communications is the premier homegrown ASEAN strategic communications consultancy. It is known for its innovative, award-winning campaigns and setting the benchmark for excellence in the communications industry of ASEAN’s emerging markets. It offers client solutions in all areas of reputation management, branding, social impact, B2B communications and digital experience. The firm was recognized for Southeast Asia PR Campaign of the Year for three years in a row, holds two PRovoke Global SABRE awards, and boasts more campaign wins than any other PR firm in the region, including a standout seven awards at the 2025 Campaign PR Awards Asia-Pacific. 
 
Following the acquisition, the Era offices will officially operate under the Ruder Finn Era brand.

“It was a no-brainer to become a part of one of the world’s best, and first-ever, PR firms,” said Anthony Larmon, Managing Director of Era Communications. “Our mission has always been to show to the industry around the world that the best work can come from anywhere, and this partnership with Ruder Finn lets us use its global leadership to deliver unrivalled creativity, strategy, service and value to clients all over our vibrant region. I was especially excited by Ruder Finn’s tech-driven communications capabilities and AI expertise driven by rf.TechLab and Ruder Finn’s AI Advisory Council, which has the potential to transform businesses in our rapidly growing marketplaces.” 
Named Best Agency in Asia-Pacific by the PRWeek Global Awards 2024, Ruder Finn is redefining communications through its “What’s Next” vision—combining emerging technology and storytelling to drive real-world impact. As part of this forward-looking approach, the firm’s emerging technologies incubator, rf.TechLab, has launched a first-of-its-kind AI Advisory Council, led by former OpenAI executive Zack Kass. This unique initiative positions Ruder Finn at the forefront of AI-powered communications, helping clients navigate and harness the rapidly evolving AI landscape. 
 
Elan Shou, Global Chief Growth Officer and Managing Director of Ruder Finn Asia, added: “Leveraging advanced AI technology, local insights, and global perspectives, we believe the most effective strategies seamlessly blend authentic storytelling with deep market expertise. This acquisition enhances our presence in key Southeast Asian markets through ERA’s exceptional local knowledge, positioning us to help clients thrive with campaigns that resonate across the region.”

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Ruder Finn Expands Southeast Asia Presence with Acquisition of Era Communications

Ruder Finn Achieves Record-Breaking Success with Over 40 Honors Across SABRE and IN2 Asia-Pacific Awards

Ruder Finn Achieves Record-Breaking Success with Over 40 Honors Across SABRE and IN2 Asia-Pacific Awards

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2025-09-18