Background

MSLGROUP China is the agency of record for the World Gold Council, which is the market development organization for the gold industry. Working within the investment, jewellery and technology sectors, as well as engaging in government affairs, its purpose is to provide industry leadership, while stimulating and sustaining demand for gold.

Solution

As the global communications agency for the World Gold Council, MSLGROUP China developed its strategic framework and implemented all communication deliverables for the Asia Pacific region. We helped launch WGC’s first ever China Gold Report media strategies and key messages for the region, developed and distributed press kits, coordinated media activities and organized media roundtables/interviews. We also helped launch WGC’s Quarterly Gold Demand Trend report globally every quarter.

Results

The launch of the China Gold report has helped to reshape WGC’s undisputed industry leadership in the Asia Pacific region by putting out a forward looking view.