PR shop expands with Asian comms division

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SYDNEY, Today: Independent Transtasman agency Thrive PR + Communications has announced the launch of a specialist Asian communications division.

Thrive has appointed Diana Pong as the agency’s Asian comms lead, with an initial focus on working with Chinese brands who are entering or building their presence in the local New Zealand and Australian markets.

She will be based in Sydney, and travel between Thrive’s New Zealand and Australian offices to service clients throughout the region.

The division will also lead local multicultural communications for brands looking to strengthen their marketing efforts with the growing Asian and multicultural communities in New Zealand and Australia.

Pong brings 20 years’ PR agency experience to Thrive, having held senior roles with Edelman and WE, and as MD of global PR agency Cohn & Wolfe (now known as BCW) in Hong Kong. She has worked across APAC for clients including eBay, IBM, Lenovo, WeChat, ZTE, Microsoft and Dell.

A Hong Kong national, she returned to Australia in 2017 working for her own Asia-based clients, managing their communications requirements back into Asia.

“Thrive has four offices in Australia, and one in NZ (in the Auckland CBD).”

In Sydney, she’ll lead a team including social media expert Chloe Lu, who joins Thrive with extensive experience in digital marketing and social media engagement across Chinese platforms including Weibo, WeChat and Little Red Book.

Thrive’s NSW-based founder/MD Leilani Abels said: “The growing Asian communications team earmarks Thrive’s future entry into Asia.

“We’re delighted to have appointed Diana to lead a specialist consulting team who are fluent in Mandarin and Cantonese with key capabilities to read, write and engage with Chinese audiences, backed with Thrive’s local knowledge and expertise.

Diana Pong said: “It’s a privilege to be part of an entrepreneurial team at Thrive who are innovating with their service offering and recognising the huge potential to work with the Asian market.

“Our team will bridge the gap for inbound Chinese and global businesses, who are looking for expert communications advice and reputation management, that supports and accelerates their market entry into Australasia.

“Thrive uniquely straddles both corporate and consumer communications, enabling us to provide the full suite of capabilities required. ”

Thrive has four offices in Australia, and one in NZ (in the Auckland CBD). Thrive’s clients include ANZ Group, Optus, Cisco, Spotlight Group, Indeed, Twitter, Porter Davis, Triumph, Expedia Group, Air New Zealand, OPSM, Github, and Nintendo.

  • Thrive does not have a NZ website – all comms (in Mandarin, Cantonese and English) go through Sydney:

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