Leading the future of workplace conversation for a global workspace provider by building thought leadership in Mainland China


Building a thought leadership profile

IWG, a global workspace provider, is leading the workspace revolution. Its companies help millions of people and their businesses work more productively. It does so by providing a choice of professional, inspiring and collaborative workspaces, communities and services. Effected by the global pandemic and the change in ways people work, IWG is leading the way towards the future of workplaces. Sinclair was appointed in Mainland China, recognised as the group’s most significant strategic market, to support IWG China in its corporate communications and thought leadership profiling. The new ‘Future of Workplace’ concept needed further market education, and the local industrial landscape was fragmented. This brought on the challenge of profiling the concept and building thought leadership.


Strategy Built a thought leadership approach to own the conversation surrounding ‘Future of Workplace’ while ensuring to maintain relevant content dissemination to targeted media and influencers to keep them posted about regular activities and corporate news

Storytelling Localise key narratives and global strategic pieces to bolster a connection to local stakeholders

Campaigns Led in-market campaigns to further strengthen the overarching business development strategy, including a franchise model offering and hospitality regeneration storylines. Fashionable lifestyle campaigns were also created such as the ‘Future of Suit’

Thought Leadership Secured interviews with key industry leading publications to profile Edward Hu- China Country Manager as a leading authority on all things ‘Future of Workplace’ in the country. Interviews focused on innovations, trends and flexible working

Events Educated local audiences through key market events and activities that allowed for participation and ownership of targeted conversations and discussions in different sectors

creative story telling campaigns
high quality interviews conducted
stories around ‘Future of Workplace’ across various publications and beats
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