ReuterPR rebrands to Reuter Communications, hires BBDO's Cakebread

The agency, set up in 2010 by CEO Chloe Reuter in Shanghai, works with clients including Swarovski, Aman, Ralph Lauren, Sotheby’s, The Cambridge Satchel Company and Harrods.

"Our aim is to be the go-to communications agency for premium and luxury lifestyle brands. We made a conscious choice to not be pigeonholed as just a 'PR agency' or a 'digital agency' as in the six years since founding the agency, our business has grown organically beyond that. Rather, we want to offer solutions that are not biased by touchpoint, channel or medium," Reuter told Campaign Asia-Pacific.

With more than 15 years of experience, Cakebread was previously managing director of BBDO Live China focusing on high net-worth consumers. Prior to that, he was head of marketing and communications for Burberry China and has also held senior positions at Fleishman-Hillard in Sydney and Shanghai.

"Nick and I have known each other for many years. We've spoken informally several times but it wasn't until last year that we both felt the time was right," added Reuter. "We both strongly believe that the time is now for smaller and more dynamic boutique agencies to lead, as the pace of change is only getting faster in China."

The duo say they will invest in growing digital capabilities, identify new partnership opportunities and develop new services for clients.