An agile, full-service, boutique agency that combines consumer insights and brand strategy with creative development to facilitate meaningful relationships between food & beverage brands and consumers in Asia.

The Silk Initiative is the bridge between Western markets and China, demonstrating a strong sense of ownership with every engagement. They have been instrumental in providing a strong and strategic partner for our growth agenda in China – they are a seamless extension of the Campbell’s Marketing & Category team, providing strong critical thinking not only through a classic research lens, but through a cultural, categorical and commercial lense’.

Michael Barrett. Global Insights Director – Campbell’s

Truly excellent linkage from consumer insight to ideation to concept to testing. Their clear communication helped our broad multi-national team truly get the Chinese consumer.

Michael Lindsey. Senior Vice President and General Manager, China Nutrition and Commercialization - PepsiCo

China’s complex and rapidly changing market poses unique challenges for Western brand owners in translating findings into meaningful and actionable outcomes. During our most recent brand launch in China, Andrew and the TSI team were instrumental in assisting Sanitarium through the process of ensuring our brand architecture and on-pack communications were most appropriate for the Chinese consumer.

Matthew McKenzie, China Country Manager at Sanitarium Health & Wellbeing Company