Strategic Public Relations Group (SPRG) of Hong Kong won a Grand Stevie Award for being among the top 10 overall winners, including three Gold Stevie® Awards, in The 2013 International Business Awards. Among the agency's Gold Stevie wins was for Public Relations Agency of the Year (China, Japan, and Korea) in the PR awards categories. The early-bird entry deadline for the The 2014 International Business Awards, the world’s premier business competition, is April 16. Get your entry kit here
We asked SPRG’s Chairman, Richard Tsang, what has made his agency so successful in the Hong Kong and Asia-Pacific markets.
Richard Tsang founded SPRG in 1995, at the age of 29, with just four employees. Within a relatively brief period, he successfully transformed the agency into one of the largest PR networks in Asia, with nine regional offices employing 300 professionals. SPRG is now the largest PR consultancy in Hong Kong (with a 150-strong workforce), and currently serves 300 retainer clients in Asia, including over 160 listed companies.
Retaining Staff and Clients
“One of the keys to operating a successful PR agency is a stable workforce,” Richard told us. “And such stability can only come through trust, which is why members of SPRG’s senior management are afforded full autonomy to run their business, while benefiting from the Group’s resources.”
The overall staff retention rate at SPRG was an impressive 80% in 2013, despite high turnover and aggressive headhunting in the Hong Kong communications industry. All 22 assistant director-grade or above staff have remained loyal to the Group–with each having served SPRG for over 12 years on average.
To convey SPRG’s philosophy, vision, and goals, Richard personally welcomes new staff members on board during bi-annual meetings. “A stable workforce helps us build long-term relationships with our clients,” Richard explained. “80% of the clients that we secured during the first three years of SPRG’s establishment are still with us today. These long-standing relationships really mean a lot. I sincerely believe that we not only help clients climb to the top of their fields, but that we also grow along with them.”
Some of SPRG’s retainer clients include adidas Golf-TaylorMade, Air China, Automobili Lamborghini Asia Pacific, CFA Institute, China Mengniu, Deloitte Touche Tohmatsu, Eli Lilly (Taiwan), FOX International Channels, Google China, GSK, Hasbro Singapore, Hong Kong Deposit Protection Board, KFC, Lenovo, LG Electronics, Lindt, Logitech, P&G, Nestle China, Ronald McDonald House Charities Taiwan, and UC Rusal.
IPO Specialist
SPRG continues to be No. 1 in the IPO market in Hong Kong, having completed 26 new listings in 2013 alone. The Group has devised a number of pioneering campaigns for its clients, including the listing of the top fast-moving fashion group in Asia and of the largest housewares retail chain in Hong Kong, Singapore, and Macau.
An Independent with Worldwide Contacts
In addition to helping clients from Asia reach out to the world, SPRG also works closely with partners to provide their overseas clients with professional services, thus enabling them to be in touch with Asia.
“While mergers and acquisitions have become more prevalent among PR agencies, I like SPRG to remain independent,” commented Richard. “We are affiliated with some of the best independent PR agencies in the world, many of which are leaders in their respective countries.”
SPRG is a partner of PROI Worldwide, the world’s oldest and largest independent PR affiliation network. Together with its member companies and partners, it has coverage of more than 110 cities around the world. To promote experience-sharing and regional business cooperation, SPRG established a taskforce responsible for selecting the appropriate office or team to work with member companies and worldwide partners.
Awards and Accolades
As a PR veteran, SPRG is no stranger to industry recognition. The award-winning agency captured several accolades in 2013, including 10 Stevie® Awards, and was named Local Hero–Public Relations Agency of the Year (for the fourth consecutive year) and one of the Top Ten PR Agencies in Singapore by Marketing magazine, along with other international and regional awards for client-related campaigns.
Still other agency-specific awards that SPRG has won over the years include Asia Pacific Network of the Year (SPRG became the first independent agency in Asia to ever win the award), Greater China Independent Agency of the Year, Hong Kong Consultancy of the Year, and Best Financial PR Firm–Asia.
“We are truly grateful for receiving the Stevie Awards, among others,” Richard noted. “The Group has been increasing its participation in local, regional, and international industry awards, and the fruits of our efforts include over 30 accolades in 2013, with 2014 already proving to be another successful year. Through such strong showings, we trust that not only the Group, but also our client campaigns will gain the international recognition that they deserve.”
To extend award-winning success in the Asia-Pacific region, the Stevie Awards recently announced the 2014 Asia-Pacific Stevie® Awards, the first business awards program to recognize achievement in business throughout the entire Asia-Pacific region. Find out how to enter here.
About Richard Tsang
Richard Tsang, Founder and Chairman of SPRG, is an investor relations/PR veteran with over 25 years of experience. He founded SPRG in 1995 and it is now one of the largest PR networks in Asia and the largest PR consultancy in Hong Kong.
Richard holds over 40 board, committee, and advisory positions in business organisations, religious associations, NGOs, and academic institutions. He serves as Chairman of Global Development Group, APAC Region, of PROI Worldwide.
Accolades that Richard has earned include the 2003 “Young Entrepreneur Award” by DHL/SCMP Hong Kong Business Awards; “Excellence in Achievement of World Chinese Youth Entrepreneurs”, presented by Yazhou Zhoukan and World Federation of Chinese Entrepreneurs Organisation in 2009; and “Outstanding Individual Achievement” at the 2012 Asia-Pacific SABRE Awards.
About Strategic Public Relations Group
As one of the largest PR networks in Asia—and the largest PR consultancy in Hong Kong—SPRG is a specialist in public relations, investor relations, and financial communications, and a trusted corporate and marketing communications leader. For further information, go to www.sprg.asia/
