Golin Harris Shanghai scoops Nippon Paint's PR account in China

The client has previously worked with a local PR agency in Beijing and with Golin Harris on a project basis.

“Corporate social responsibility (CSR) is one of the client's main PR objectives this coming year, not just producing eco-friendly products but also extending the green message throughout the company," said Vichy Liu, associate director in charge of the account.

Liu added that consumers in China are increasingly concerned about their quality of life. "We can't just talk about product benefits without adding any emotional values."

She also pointed out that enhancing brand knowledge among households and industrial target consumers is another key challenge. Like in many other product categories in China, there is also the issue of fake products.

Golin Harris' previous client experience in the lifestyle category includes high-end sanitary brand Hans Grohe and New-York based skincare brand Kiehl's.