The Silk Initiative and United Media Solution Form Strategic Alliance

[Shanghai, China, November 6, 2018] China-based consultancies The Silk Initiative and United Media Solution announced the formation of a strategic alliance to expand the reach and capabilities of each organisation. The alliance brings together China’s leading food and beverage brand consultancy with one of the country’s dominant digital agencies.

The alliance will provide current and future clients of each consultancy deep cultural insight, brand strategy, product innovation, pack design, visual development, and digital activation capabilities. More and more global companies are looking to Asia broadly, and China in particular, for continued market growth. At the same time, the digital space across the region, especially as a catalyst for consumer purchasing triggers both in online and offline channels, is developing dynamically. Blending strong analytical insights and brand strategy with digital activation mastery is a combination sure to position brands favorably among consumers.

According to Andrew Kuiler, CEO of The Silk Initiative, “TSI has been creating compelling China brand strategies for our clients brand, product, pack, and visual development. We see this alliance with UMS as an essential step in the development of our respective industries. UMS’ capabilities are a clear continuation to our work. Our clients will be able to work with expert, agile partners dedicated to making China digital activation plans that really drive consumer purchase.”

Jessica Miao, CEO of United Media Solution, echoes these sentiments in saying “…as a leading Chinese digital marketing agency we are always looking for ways to expand our offering to clients to help their businesses achieve success. This alliance will enable our clients to work with The Silk Initiative to incorporate brand strategy, product, pack and visual development, along with our expertise in digital marketing to ensure they have compelling China brand activity. We are excited to work with the team at TSI.”

For further information on how to take advantage of this strategic alliance, please contact John Pabon at or Jessica Miao at

The Silk Initiative (TSI) is an insights-driven brand consultancy giving packaged food and beverage brands the strategic direction they need to understand, enter and prosper within the Chinese market. They provide brand strategy consulting from determining new market opportunities and positioning strategy, brand development, product innovation, pack design, launch agency selection, launch preparation, and in-market monitoring. The Silk Initiative’s expert team works closely with client partners across the globe, including Campbell’s, PepsiCo, Unilever, General Mills, Pizza Hut, Arla, Tyson, Mars Wrigley, Vita Coco, and McCain. All of TSI’s brand strategies are based on extensive consumer understanding, using world-class market research techniques by teams based in Greater China, Australia, and the United States.

United Media Solution (UMS) is a full-service independent digital agency which specialises in social media. UMS partner with leading international companies to connect their brands with Chinese consumers through targeted creative communications. UMS has worked with leading brands such as Air New Zealand, Ecostore, Harrolds, Orbis Australasia, New Zealand Education, New Zealand Trade & Enterprises, Rockit Apple, Tourism New Zealand, THL, Villa Maria, Virgin Atlantic and Vodafone. UMS has offices in Shanghai, Melbourne, Auckland, and Ningbo with a team of more than 50 staff.

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