Global communications agency, Zeno Group has partnered with Qu Hong to co-found Zeno China Consulting. The former BCW’s China CEO will serve as the agency’s Founder and Chief Executive Officer and a member of Zeno's global leadership team.

Headquartered in Beijing, Zeno China Consulting will focus on strategic communications, marketing and business consulting. It will operate independently from the Zeno Group team in the region. Ruby Fu continues in her role as President of Zeno China and will also serve as a Senior Advisor to Zeno China Consulting.

Commenting on the new venture, Qu Hong said, "We are at a time of great change. In the business world two trends are emerging: a tighter combination of localisation and globalisation, and a deeper integration of business and brand strategy with new technologies represented by AI. Domestic and multinational companies operating in China need to build and protect their brands and reputations by embracing more sophisticated communications and evolving technologies while navigating cultural and economic headwinds. Zeno China Consulting is filling a gap in the communications agency landscape. By co-founding this new agency together with Zeno, we are introducing a unique and agile agency model that combines local ownership and understanding with the experience of a proven global network.”

Barby K. Siegel, Global CEO, Zeno Group added, "As Zeno’s business has globalised over the years, we have been seeking ways to strengthen our capability and presence in China. Partnering with Qu Hong on this joint venture re-imagines the traditional agency model in China. The need for elevated strategic communications in China, grounded in local expertise and guided by a global mindset, has never been greater. Zeno China Consulting is well-positioned to lead new conversations and outcomes.”