Creating business impact for an international brand consultancy in Asia


Driving business growth

FITCH is a leading global retail and brand consultancy that transforms consumer experience and accelerates business success through their ‘Designing the Future’ approach. Sinclair was appointed to help develop the FITCH brand in Asia, following the acquisition of StartJG by WPP.

With much of FITCH’s work being highly innovative (and therefore sometimes tricky to understand), broad in scope and often difficult to easily define, it can be tough to shape a narrative about the business to the media. The key challenge was to shape the corporate narrative by developing the profile of FITCH’s key leaders.


Developed timely and engaging media storylines focusing on relevant FITCH client projects, MXP technology and the PHD Model.

Elevated the conversation beyond client projects to establish FITCH’s leadership team as industry experts in developing engaging retail and brand experiences for consumers.

Thought Leadership
Arranged high-profile media interviews and op-ed opportunities with Chairman Jonathan Cummings and other FITCH personalities to build brand credibility.

Invited top tier business, technology, and news media to experience FITCH’s PHD model and MXP technology at Retail Asia Expo.

Speaking opportunities
Identified top-tier speaking opportunities for FITCH to network, identify business leads, and highlight FITCH’s key messaging of Designing the Future.

media attended Retail Asia Expo and the MXP launch event
feature stories and mentions in local publications
+490 million
reached through local and regional publications
  • 5 interviews with Jonathan Cummings and technology directors during Retail Asia Expo event highlighting FITCH’s MXP operating system.
  • Partnering with the Retail Asia Expo allowed FITCH to present MXP and secure 10 new business leads within 3 months.
  • Stories in top publications and broadcast such as SCMP, Style, HKET, Capital, BBC, RTHK Money Talk, and Inside Retail.
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