Thrive PR launches specialist Asian communications division

Thrive PR and communications has launched a specialist Asian communications division, which will focus on working with Chinese brands that are building a presence in Australia.

Thrive has hired Diana Pong to lead the division, taking on the title of Asian communications lead.

Diana Pong, Thrive founder and MD Leilani Abels, and Chloe Lu

Pong joins after spending over a year as a freelance communications consultant. She was previously a group account director for The PR Group, and managing director of Cohn & Wolfe in Hong Kong.

Thrive has also brought on Chloe Lu as an account coordinator. Lu has experience working with Weibo, We Chat and Little Red Book from her previous roles with Sherry Link Communications and Digital Crew.

The new division will also work with local brands trying to improve their marketing efforts within the Asian and multicultural communities in Australia and New Zealand.

Leilani Abels, founder and managing director of Thrive, said in a statement: “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. Our Asian Communications offering further differentiates our agency and strengthens the PR services we offer to our clients.

“There is enormous opportunity for well known global brands based in China and the APAC region to expand into Australia and New Zealand. Thrive is unique in that we are a nimble, hands-on independent agency yet with the size, scalability and resources of the multinational agencies. It’s a very exciting step for us to invest in this new service offering.”

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.”


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