FINN Partners bolsters Greater China leadership with new senior hire

Integrated marketing and communications agency FINN Partners has appointed Annouchka Behrmann (pictured) as senior partner, to expand the leadership capabilities of the agency’s Hong Kong office on the heels of solid growth in the Asia Pacific region. 

Within her new role, Behrmann will report to Cathy Feliciano-Chon, managing partner, FINN Partners Greater China. She will also join the FINN Greater China leadership team, which includes Jenny Lo, managing partner of FINN’s Shanghai office and Jason Cao, senior partner in Beijing.  

Behrmann told MARKETING-INTERACTIVE that she would further deepen and extend services to clients and develop new sector capabilities in Hong Kong.

Behrmann's expertise gained in the UK and Hong Kong spans strategic communications planning, creative campaign development and reputation management. She has spent her career working with global brands, including American Express, M+, Marriott International, Starbucks, L’Oreal, Unilever, lululemon, Aviva, Samsung and Oatly, according to the release. 

In her previous role as head of new business and client experience APAC for Edelman, Behrmann drove client-centric agency business transformation, developed campaigns for Oatly that grew the plant-based category in the market, and launched The Xiqu Centre, M+ and Hong Kong Palace Museum, helping to reposition Hong Kong as a global arts destination. 

Prior to Edelman, Behrmann spent two decades in London as managing director at MHP Communications and head of retail and leisure at Hill + Knowlton Strategies.

This appointment comes following the plans to help the agency grow and expand in the Asia Pacific region. Since FINN first entered the Asian market in 2017, its footprint has recorded a 175% revenue growth and 200 people in nine offices across six countries, based on the firm’s integrated capabilities and strategic acquisitions, according to the release. 

One of the primary factors propelling FINN's expansion in the Asia Pacific region is its expanding presence in Greater China, supported by key offices located in Hong Kong, Shanghai, and Beijing.

Peter Finn, CEO and founding managing partner, FINN Partners, said: “China represents a strategic growth market for FINN Partners. Thanks to our exceptional leadership, we’ve expanded in size and capabilities, and are now a major player in the region, offering clients integrated marketing and communications services across a breadth of sectors, from technology and B2B to consumer, lifestyle, travel, hospitality and wellness.”

“Behrmann’s proven experience leading teams and partnering with world-class clients to drive growth will only strengthen our trajectory in this region,” Finn added.

Howard Solomon, founding managing partner, FINN Partners, said: “Behrmann is a seasoned communications pro, proven business leader and a great culture fit for FINN. Her intimate knowledge of this region, coupled with her expertise in strategic communications and campaign development, make her the ideal person to mobilise our teams and partner with clients to drive bottom-line impact.” 

Behrmann said: “FINN Partners is at an important inflexion point and is exceptionally well-positioned to grow in Hong Kong and the wider region as we support a broader base of clients. The deep connections and long track record of the team in Hong Kong combined with FINN’s agile fast-growing international network make us a force to be reckoned with. It’s an exciting time for me to join.” 

Don't miss: CatchOn rebrands to FINN Partners Greater China

Back in September, marketing and communications agency CatchOn- A FINN Partners Company rebranded to FINN Partners Greater China.

The addition of CatchOn’s staff in Hong Kong and Shanghai aimed at strengthening FINN Partners capabilities in China and bringing its total Asia staff strength to more than 70. It also helped grow its global travel and hospitality team to more than 100 professionals. 

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