Six marcomm firms launch leadership institute in China

BMLI is a partnership between public relations firm Burson-Marsteller; corporate communications advisory firm Wolf Group Asia; advertising agency Y&R; research firm Penn Schoen Berland (PSB); branding firm Landor Associates; and creative communications and leadership training company Acewood. 

The organisation will offer training courses in seven specialty areas, delivered by more than 30 trainers in English and Chinese. Topics include branding, creativity and perception, building bridges, digital and social media, engaging the government, executive offerings, public relations skills, principles and practices and research.

BMLI addresses two specific groups: marketing and communications practitioners and business leaders,” said Chris Deri, CEO of Burson-Marsteller China.

The need for such an organisation exists because China’s rapid economic development has led to an explosion of opportunities for marketing and communications practitioners as leaders, according to Deri.  This means they can rise through the ranks of their organisations much quicker, in a much shorter time than in the West. 

“BMLI  provides tools for capacity building for these practitioners, and for business leaders to become more consummate communicators,” said Deri. 

David Wolf, president and CEO of Wolf Group Asia, founding partner of BMLI continued, "Most Chinese executives are still unclear about why they need to communicate so openly with a wide range of outside stakeholders, especially in a global information environment. Even those who recognise the need lack the toolkits. BMLI is focused on rectifying both of those issues."

The core belief of the institute is that successful brands are the result of multi-disciplinary, holistic thinking, added Henry Chan, president of Greater China for Landor Associates.