Independent international communications group Mazarine Asia Pacific announced its acquisition of Hong Kong-based luxury public relations and influencers marketing firm Buzz Agency Ltd.
Mazarine has stated it aims to bolster the groupâs public relations offerings and accelerate the groupâs long-term growth strategy, after its acquisition of Occasions PR Group two years ago.Â All of Buzzâs employees that have been integrated into Mazarineâs office in Hong Kong will begin to operate together with the groupâs PR business under the âOccasionsâ brand.Â
On the leadership front, Yvette Yung retired from her position as director of Occasions back in January 2019. Mazarineâs director and COO, Estella Niem, and Buzz founding partner,Â Jonathan Cheung, have joined the Occasions’ board as new directors, effective immediately.Â
With headquarters in Paris, offices in Hong Kong, Beijing, Shanghai, Macau, and New York, the Mazarine groupâs service offerings include events creative concept and production, MICE and corporate events marketing, brand consultancy, sponsorship marketing, digital marketing, advertising, and design. The company has said it sees the potential of millennial consumers and Chinese outbound tourists, who have become the worldâs top spenders.Â
Michelle Cheng, CEO of Mazarine Asia Pacific and Occasions, commented, âAdding Buzzâs team of young and energetic talents and their novel perspectives in millennials and influencers marketing will consolidate our resources to realise our shared vision in delivering a new and unique form of consumer-driven PR that integrates both digital and non-digital tactics, and to rise above the challenges of a rapidly changing landscape in our industry in the future.â
After the acquisition of Buzz, Occasions will continue to utilise the strategic alliances of its vast portfolio of luxury brand clients and partners worldwide to curate and manage a comprehensive range of lifestyle experiences for its private discerning consumers and corporate clients.Â The company has gained a significant number of new clients and market share since the Occasions merger.
“The new definition of âluxuryâ and âconsumer behaviourâ call for the need to evolve rapidly and adopt a more future-forward culture and consumer-centric strategy in order to succeed and capture the benefits of tomorrowâs marketing opportunities,â said Pansy Ho, chairman of Mazarine and Occasions.Â
âWith the consolidation of Mazarine, Occasions and Buzz, and our official venture into the exclusive lifestyle experience curation business, we strive to reinforce our industry leadership position, and excel in redefining PR with our creative ideas and offerings.”Â Â