China
PR & Communications

Denise Chen works on the hardest part of China, the moment a foreign company first tries to belong here. She is based in Beijing, close to the regulators, state media and head offices where so much in the country is still decided, and over fifteen years she has run market entry in more than one demanding Asian market, including Vietnam, which means she treats it as a craft, not a checklist. Her instinct is for the gap between a message that has merely been translated and one built for China from the ground up, and she closes it before a launch rather than after, getting the positioning, the partners and the right people right from the start. Fluent in Mandarin and English and at home in the business cultures behind both, she is just as useful to a Chinese company plotting its way into markets abroad. If China is on your agenda, Denise is where the thinking should begin.

Rena Wang makes a brand land in China and keeps it there. She works from Shanghai, the country’s commercial and consumer heart, where brands are built, broken and talked about, and over twenty years she has grown and defended reputations for global multinationals and Chinese market leaders. Her range runs from corporate and crisis communications to brand marketing and the social platforms that now shape what Chinese audiences think before any journalist does. She reads the Chinese conversation from the inside, which is why she can move fast when a reputation is suddenly at stake and stay calm when others panic. When China has to be handled by someone who knows precisely how attention is won and lost here, that person is Rena.

Jacopo Pesavento leads Branding Records from Hong Kong, one of the world’s foremost hubs for international business and communication and a natural bridge between mainland China and global markets. Over more than twenty years he has built brands that drive measurable business performance, grounded in market, consumer and behavioural insight rather than surface visibility. His work spans luxury, sportswear, travel, food and beverage and B2B, for names ranging from Arc’teryx, Lululemon and Moncler to Coca-Cola, JPMorgan, UFC and Marks & Spencer. He helps international brands earn credibility with Chinese audiences, and Chinese companies build recognition abroad. Through Branding Records and GlobalCom China Gateway, that cross-border expertise connects directly with communications teams across China, Europe and beyond.

Giuliana Zagarella works where European brand strategy meets the realities of the Chinese market. From Milan, she helps companies translate international ambitions into positioning, content and activation designed for the platforms and consumer behaviours that shape attention in China. Her work spans social and content platforms, travel and payment ecosystems, and the wider challenge of making brands culturally relevant rather than simply visible. She also supports Chinese companies preparing to build recognition and credibility in international markets. Through Branding Records and GlobalCom China Gateway, this cross-border expertise connects directly with communications teams in China, Europe and other key markets.