MSL China, Shanghai, China: MSL China

Company: MSL China
Company Description: MSL China is a business-driven communications partner and a trusted advisor to all business functions. MSL China is focused on delivering INTEGRATED, creative programs through data-based INSIGHTS, and driven by making a real IMPACT on business through strategic communications in the digital age.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Public Relations Agency of the Year in Asia (China, Japan and Korea)
2022 Stevie Winner Nomination Title: MSL China
  1. Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the achievements of the nominated agency since 1 January 2020, OR written answers to the questions for this category? (Choose one):
    Written answers to the questions
  2. If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.

    MSL China will submit written answers to the questions.

  3. If you are providing written answers for your submission, you must provide an answer to this first question: Briefly describe the nominated agency: its history and past performance (up to 200 words):

    Total 94 words used.

    MSL China is a business-driven communications partner and a trusted advisor to all business functions. MSL China is focused on delivering INTEGRATED, creative programs through data-based INSIGHTS, and driven by making a real IMPACT on business through strategic communications in the digital age. Among all international PR and social interaction consultancy, MSL China is growing at the fastest speed and now with more than 200 staff in Beijing, Shanghai and Guangzhou delivering business results for some of the world’s most valuable brands. MSL China is also among the most awarded PR agencies in China. 

  4. If you are providing written answers for your submission, you must provide an answer to this second question: Outline the agency's achievements since the beginning of 2020 that you wish to bring to the judges' attention (up to 250 words):

    Total 246 words used.

    MSL China is aiming to be positioned as a “business-driven communications partner that builds influence and delivers impact”. We believe communications is critical to solving real business challenges. Thanks to a set of clear and well-implemented strategies, we’ve successfully managed to secure solid and sustainable results as one of the best-performing agencies amid turbulent times:
    • A resilient [REDACTED FOR PUBLICATION] YOY revenue growth in 2020 against the pandemic.
    • A continuous revenue growth [REDACTED FOR PUBLICATION] in 2021.
    • All business groups at MSL China have registered growth.
    The remarkable growth trajectory is built on 3 core pillars:
    1. A more dynamic client portfolio (that lends extra growth momentum)
    We’ve actively tapped into clients in the burgeoning healthcare and high-tech industries. This forward-looking, business development strategy has sustained our growth during the pandemic.
    2. An innovative package of solutions (that keeps clients ahead of the curves)
    With deep understanding of our clients business needs and the fast-changing communication landscape, we’ve developed a series of valuable solutions and innovation tools, which contributed to 60% of our revenue growth in 2020&2021 and helped us win several new big-title clients.
    3. A suite of talent, organization and culture endeavors (that injects enormous vitality)
    Talents hold key to any business success, and this’s especially true in a people-centered industry like ours. We are always committed to nurturing a vibrant work environment that values diversity, leadership and professionalism for world-class talents. Our employee turnover rate is only 22%, a much better status than industry average.
  5. If you are providing written answers for your submission, you must provide an answer to this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the agency's past performance (up to 250 words):

    Total 245 words used.

    1. Innovation
    • Overall Methodology: iQube
      Data based insights that lead to integrated solutions and measure impacts. 
    • Strategic Consulting Service: Change Management
      Empower our clients to manage changes and uncertainties from within and outside.
    • “Content + Operation” Digital Transformation: From Traffic Expansion to Traffic Retention
      To maximize traffic retention and improve communication effects, we have devised a comprehensive social & digital model dubbed “Content + Operation” to find the right audience in the right places using the right messages and tools.
    • Celebrity & Influencer Engagement Tool: Prevention - Promotion - Protection 
      • Preventing clients from working with inappropriate celebrities and influencers based on extensive and in-depth analysis
      • Promoting brands and products by utilizing our networks and resources
      • Protecting clients from potential reputation losses (or minimizing its impacts) should a celebrity-related crisis occur.
    2. Business Performance
    • A resilient [REDACTED FOR PUBLICATION] YOY revenue growth in 2020 and a continuous revenue growth [REDACTED FOR PUBLICATION] in 2021.
    • ~70 new pitch winnings including emerging sectors (auto, e-commerce, tech…)
    3. Client Retention and Relationships
    • “Grow with our clients in a sustainable way” 
    • 40 % of our clients have been serving for over 5 years.
    • "Client for Life” in-house satisfaction survey system, we were rated 3.7 (out of 4). Top 3 qualities: “strong business sense”, “proactive thinking and solutions”, “high quality”.
    4. Talent Management
    • Achieved ZERO layoff & ZERO pay-cut despite the covid-19 impacts
    • Even offered promotions/salary raise to 37% of our employees
    • A turnover rate of 22%, much lower than industry average
  6. You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):

    Total 83 words used.

    Supporting materials please find in the attachments, including 2 pdfs and 3 videos.
    The details of entry written submission can refer to the pdf file "Public Relations Agency of the Year in Asia - MSL China"
    1. Public Relations Agency of the Year in Asia - MSL China (*The figures marked in yellow are confidential)
    2. Cases Supporting
    3. MSL China Case Video 1 - Google
    4. MSL China Case Video 2 - Bayer
    5. MSL China Case Video 3 - Celebrity Management

Attachments/Videos/Links:
MSL China
MP4 MSL_China_Case_Video_1___Google.mp4
MP4 MSL_China_Case_Video_2___Bayer.mp4
MP4 MSL_China_Case_Video_3___Celebrity_Management.mp4
PDF Public_Relations_Agency_of_the_Year_in_Asia___MSL_China.pdf
PDF Cases_Supporting.pdf