ASIA-PACIFIC – CHINA, MARCH 12, 2012: Fred & Farid Group, an independent communications group based in France, will open shop in China in its very first international expansion move. The group plans on a simultaneous operation, with both office connected 24/7/365 through 24 screens that will be provided with “as many connections between the two entities.” Both agencies will have access to all creative briefs on a number of projects there will be a joint creative task force between Shanghai and Paris.
Holding company Fred & Farid China is already operating in Hong Kong, but the group will officially begin activities in Shanghai in September.
Aside from being a business venture, Fred & Farid said that the expansion is also a cultural and artistic project between France and China, creating a bridge between the two complementary cultures. “This project should serve as well as the interests of European brands which are settling in China, the interests of Chinese brands coming to Europe. This dialogue, the balance, and mutual respect are key and are the basis of our project,” said the group in an official statement.
Feng Huang, currently creative director at Fred & Farid Paris and so far the only Chinese from Shanghai to hold such a position in a Western agency, will pilot the Shanghai office with Grégoire Chalopin. According to these new heads, Fred & Farid in Shanghai will start with about 20 people, and will recruit mainly Chinese talents, but will also include Australians, Americans, and Europeans.
“Feng and Grégoire have our complete trust and have fully integrated our core values: creativity and passion. They embody the new management model we aspire to: this openness to other cultures, a particularly high standard of our business, an understanding of brands, combined with the creativity, which the group nurtures,” said founders Fred Raillard and Farid Mokart.
The premises of the new office is already under construction and is planned to accommodate up to 200 people.
“We fell in love with China. This country is full of positive energy, vitality and has an eager spirit. It is a great joy to be able to link our professional destiny to the country’s history,” Fred & Farid said in a press statement.
Fred & Farid Group currently has 200 employees, five agencies (Fred & Farid Paris, Kids Love Jetlag, Furious Monkeys, Eddi&Son, and Hello Sunshine), an online medium (BCKSTG), and a turnover of €44 million.
