The office was established as a joint venture with local investment group Sun Tong and local entrepreneur Alex Hong. TLC already has substantial programs under its management in China including Jeep, Coca-Cola, Mercedes-Benz, Cosmopolitan and Jelly Belly.
Michelle McLaughlin has been named executive vice president of operations, and will be based in Shanghai. McLaughlin, a brand marketing and licensing expert, was previously senior vice president at TLC in North America.
"China is a key growth market within the world economy and is of increasing importance to the brand owners TLC represents," says Melvin Thomas, chief executive officer of TLC. "Our aim has always been to have offices in each of the world’s largest economies. This venture will allow us to build substantial, culturally relevant programs on the China mainland at a key time in the growth of its domestic economy."
"TLC is the world’s leading brand extension specialist," says Alex Hong, partner and general manager of TLC China. "The office will be substantial with 10 employees from day one, all of which bar Michelle will be experienced local executives. This combination of local talent and international expertise will ensure TLC has the rare ability to help its clients take advantage of the fast developing domestic economy in China."