Porsche China Motors has appointed Ruder Finn as its PR retainer for Hong Kong after a pitch involving local and international agencies. Ruder Finn is the first agency retainer from Porsche for the Hong Kong market.
The scope of work includes corporate communications, integrated media communications, media workshops, and dealers’ event support, for all model lines and motorsports. Porsche China will also tap into Ruder Finn Asia’s social media expertise and integrated capabilities.
JoJo Tang, vice president, public relations and press for Porsche (China) Motors, said, “We chose Ruder Finn because they bring long-term experience and in-depth market comprehension. We have been impressed by both the quality of their service as well as their creativity and look forward to working with the team in a very competitive market like Hong Kong.”
Ruder Finn has more than 20 years’ experience in the local and international automotive sector and has worked with Porsche in China on social media, reputation management, and training projects. The agency stated that the Porsche win in Hong Kong has further expanded Ruder Finn’s automotive practice to Greater China. It will continue to enhance the brand as well as launching the widely anticipated first Porsche BEV series production sports car.
“We have been seeing how the automotive industry has evolved and how brands are stepping up innovations to cater consumers’ needs today and tomorrow,” said Paul Yang, SVP and general manager of Ruder Finn Hong Kong, who also oversees the agency’s China Automotive Practice. “I really applaud how Porsche is in tune with their customers’ sentiment and expectations.”
Porsche is one of the most recognised car brands in the world, both for its luxury and its racing sports profile. Ruder Finn finds luxury car consumers in Hong Kong are very sophisticated and highly educated with relatively short product interest cycles, and low brand loyalty. The rapid change in the media landscape and social media trends has seen fierce competition to engage the target audience with new offerings.