Bill Rylance
Chairman, Burson-Masteller Asia Pacific
Vice Chairman, Burson-Marsteller Global Development

China looked very different when Burson-Marsteller first established its presence in Beijing in 1985. Today, the country’s re-emergence on the global stage is rightly recognized as one of the most important and extraordinary developments of the 21st Century.

To Burson-Marsteller and our clients, China’s growing significance and the far-reaching implications for business present us with opportunity and challenge in equal measure. When we committed to our China strategy more than twenty years ago, we envisaged that the country would eventually become one the largest markets in the world for our company.

With Harold Burson’s vision, we recognized the need for engagement and the building of relationships in China; enduring relationships that continue to be nurtured and cherished to this day. Burson-Marsteller committed to China long before it became the business world’s cover story and the destination of choice for foreign investment.
 
We no longer have to “sell” China to our clients, but we are increasingly called upon to explain and analyze the constantly changing landscape of this enchanting yet enigmatic country. In all complex business situations and political environments, there are unique considerations and evolving agendas that are not always apparent or understandable to those directly involved. In helping our clients to chart their strategies through research, learning, understanding and engagement, Burson-Marsteller China is very proud of the role it has played and continues to play.

In the Asia Pacific region, China has become a pivotal consideration. It is stimulating growth and influencing corporate strategy in all neighboring markets; it is redefining the possibilities and boundaries of business; it is embracing technology at an astonishing pace and it is preparing to unveil all of this breathtaking progress when the eyes of the world turn to Beijing for the Olympic Games in 2008.

China , along with India, is reshaping a new world economic order. For our clients, the focus is no longer solely a matter of how to “enter and be successful in China” but also how to consider the social, economic and political impact of China’s growing global influence. The complexity of doing business in and with China has expanded in tandem with the country’s growth – so too has the scope and sophistication of our service to clients.

Our China business has traditionally been driven by deeply valued partnerships with global and multinational clients. Those partnerships remain the bedrock of our business and our dedication to them is unwavering. Increasingly, however, we are also supporting a growing number of impressive Chinese corporations as they develop and embark upon their global strategies. As with our own China strategy, our vision and commitment in this regard is long term and is centered on partnerships that will grow globally over time.

With more than two decades of hard-earned experience and insights, Burson-Marsteller China is a true leader with proven commitment. Our China offices have won more international industry awards than any other operation in our Asia Pacific network. We have a superb team of highly talented professionals who are innovating and redefining many aspects of our business and we have the privilege of representing some of the world’s finest companies.

We look forward with great anticipation to the years ahead.