Hylink, China’s largest independent digital agency, is expanding to Europe with the launch of an office in London.
The London agency will be led by general manager James Hebbert, who will report to Hylink global headquarters in Beijing.
Hylink London launches with a foundation client, UK-based tax refund company Global Blue, which was previously managed by Hylink’s Los Angeles office.
The move is part of global expansion plan by the Chinese agency, which aims to help Western brands move into the China market as well as helping Chinese brands expand globally into new markets.
Hylink currently has offices across China, including Beijing and Shanghai, as well as Seoul and Los Angeles, with plans to open its doors in New York later this year.
Humphrey Ho, managing director of Hylink USA, told The Drum: “Our aim is to provide world-class, fully-integrated advertising for the Chinese market.
“We are not in the UK to be Leagas Delaney, Wieden+Kennedy London, WPP or the7stars, they are local and British and good at what they do, we are not there to kick their arse or to compete in their arena.
“We are there, however, to partner with these folks who own the client accounts and are the trusted advisors of these clients globally, but who might need some help with the China market. We can bring the China expertise,” said Ho.
Hylink plans to grow the London office to 20 people to work on new and existing client business.