Tori Liu will head the new office. She leaves Creative Connexions – which specialises in promoting UK creativity in China – to join the consultancy.
The new operation in Beijing will be a branch of the consultancy’s Hong Kong studio, which was only opened in January.
Jonathan Cummings, managing director of Start Creative Hong Kong says, ‘Hong Kong is our hub for growth in China. From a creative point of view, it’s all done in Hong Kong, but it’s important to have a presence on the ground in other provinces.’
He adds, ‘It’s too simplistic to say we have a local understanding of other provinces yet, but we need to treat each as individual areas.’
Cummings confirms that other staff will join Liu in due course and says there are ‘plans to build a team’. The expansion into the territory is driven by ‘a mass of potential clients out there’, says Cummings, who adds, ‘We’ve just won a very big job in China.’