Haier Aligns with Hill & Knowlton for Global Branding Strategy

Press Release: June 16, 2008

BEIJING - Hill & Knowlton inked an agreement with Haier Group to promote its brand internationally during the Beijing 2008 Olympic Games.

As the official Home Appliances Sponsor of the Beijing 2008 Olympic Games, it is an unprecedented opportunity for Haier to build its image amongst a global audience eyeing China during the event. Hill & Knowlton will help Haier implement the communications plans for the 2008 Olympic Games in Beijing by providing outreach to the international media and assistance in communicating the brand’s vision.

Hill & Knowlton has delivered cutting-edge communications programs that create impact for clients since opening the first international agency in China in 1984. Combining entrenched knowledge of China with its global presence, Hill & Knowlton has brought many Chinese brands to the international market including PetroChina, Baidu.com, and Tsingtao Brewery. Hill & Knowlton also counsels the Beijing Organizing Committee for the Games of the 29^th Olympiad (BOCOG) on international communications.

Haier is the No. 1 home appliance manufacturer in China and ranked number four in the world in terms of revenue.  Haier began its international strategy as early as 1998. As of 2007, Haier products are distributed in more than 160 countries and regions in North America, Europe, the Middle East, Asia and Africa. The Group’s overseas sales amounted to USD 4.1 billion in 2007, which represents a quarter of the total USD 16.2 billion in global sales that year.

“In addition to selling its goods around the world, Haier has a mission to become one of the world’s most esteemed and respected brands,” said Haier Group CEO Zhang Ruimin. “With its local expertise and global insights, Hill & Knowlton will be able to assist Haier accomplish the last stage of our four-step development strategy, which is building a global brand.”

“The Olympic Games serves as an excellent platform for Chinese companies to grow internationally,” said James B. Heimowitz, CEO of Hill & Knowlton North Asia. “Hill & Knowlton is well-positioned to assist these companies with our international network of agencies and talents experienced in delivering communications programs that cross cultural boundaries.”