Our Services


·Policy analysis
·Issues/crises management
·Flagship corporate activity
·Industry standard-setting


·Focus on core issues of branding
·Cost-effective integrated approach
·Internal marketing capacity building
·External stakeholder recognition


·Social platform optimization
·Online brand exposure
·Marketing events efficiency
·Crisis management online


·Balance between global efficiency and local flexibility
·On-the-ground experience with Fortune 500
·Modularized services as needed
·Customized to situation


·Branding & Government Affairs
·Infrastructure building
·Retainer-based services
·Customized project services


A “learning organization” is built from its senior executives. These trainings provide executives and marketing team with guidance on shaping and managing reputation as well as how to cope with crisis.


·Experienced in B2B, B2C and O2O comm.
·Global perspective(gov., media, industry)
·Inherited from top media outlets and consulting firms
·Being flexible, agile, and responsive


·Macro policy analysis
·Insight on HSE environment
·Product supervision
·End market monitoring

Our Clients


Our Core Team


Shawn JIANG, Founder/Managing Director

Serial entrepreneur. Founded a consulting company and served as a CMO in a genetic testing company. With 18 years’ experience in integrated marketing, brand management, media and government relations, Shawn has worked in world-renowned enterprises including Maersk, Weber Shandwick, Ogilvy, and served clients including the British government, Apple, Happy Elements, Microsoft, APP and others, helping them to establish a strong network and excellent reputation in China. Shawn is also a seasoned expert in crisis management with extensive practical experience.

Shawn obtained bachelor’s degree from the Wuhan University and EMBA from China Europe International Business School (CEIBS).


Linda LI, Co-founder/Executive Director

10 years’ experiences in integrated corporate communications. Her specialties range from strategic counselling, brand positioning and messaging, to government relations, media & KOL communications, as well as IPO PR and crisis management. She has led her team to provide integrated communications services to both domestic and international clients including Happy Element, Oriental Dreamworks, Gloria Pharmaceutical, APP, the UK Department for International Trade (DIT), Bosch, Michelin, ABB, Bayer, Wunderlist App, etc.
Linda previously worked in Ruder Finn Public Relations Agency. She has a master’s degree in Public Relations from the University of Miami, USA.

Stella WANG, Strategic Counselor

Over even years of experience in financial media. A former chief editor at top business media the Yingcai Magazine. Interviewed more than 100 CEOs, Stella has rich experience and unique insights in writing business figures. She is well experienced in financial PR, provided services to more than 30 listed companies in A shares and Hong Kong shares. Crisis management is also one of her expertise. She has conducted crisis trainings, strategy formulation, media communications and implementation for many listed or to-be-listed companies.

Bachelor of Journalism from Wuhan University; EMBA from Tsinghua University.


Licia LI, Senior Consultant

Licia oversees brand communication for mature enterprises. She has previously worked for the international leading PR firms Ruder Finn and Fleishman Hillard, providing communications services for many well-known brands in automotive, technology, and luxury goods, such as Bosch, Michelin, Siemens, Marlboro, Boucheron, Tiffany, etc. Licia excels at running new media accounts, from content planning, operation to market promotion. She has helped many consumer goods, lifestyles brands and public institutions to operate and maintain their WeChat and Weibo accounts.

Master’s degree from Communication University of China, MBA of Paris Institute of Advanced Management.


Rachel HE, Senior Consultant

Eight years of pr and communication experience with extensive resources in financial, business, entertainment and lifestyle media; Rich experience in event management and third-party liaison. Rachel deeply understands business fields from healthcare to food, entertainment and lifestyle, providing media and crisis management services for clients including the British Department for International Trade (DIT), Qiulin Food, Oriental Dreamworks, Happy Elements, Gloria Pharmaceutical, etc. She is well experienced in assisting companies to build brands from scratch.

Qiao ZHENG, Consultant

Focus on customers in high-growth fields, with special expertise in communication for finance related brands. Qiao is an deep thinker, a cautious researcher and a resourceful problem solver. His clients include Gloria Pharmaceutical, Shiqiao Group, Huifenglihua Management Consulting, Gaomai Wealth, etc. He looks after these brands from competition analysis, brand positioning, to story mining and writing, and media management. He has a dual-bachelor’s degree in philosophy and finance from Wuhan University.

Sia WANG, Associate

A warm and calm PR professional, providing service for clients of high-growth area, especially the macro-entertainment sector. She has experience in brand positioning, messaging and story mining, press release writing, project coordination, event planning, new media operation, etc. Previously, Sia worked in Li Zhan Expo Group, participated in the preparation and implementation of many national exhibitions, involving various fields of gambling, gifts, animation, industry, marine science and technology, etc., and accumulated rich experience in event management and communication.

Bingxiao LIU, Associate

Liu Bingxiao supports corporate communications at China Advocate from policy monitoring, industry analysis, content creation to project coordination and media relations.She understands Chinese media landscape and has first-hand experiences working at major media outlets in China from traditional media groups including Shanghai Media Group and Southern Metropolis Daily to new media portal such as NetEase. Prior to China Advocate, Bingxiao served as a language specialist at Vaco onsite at Google in California.M.A in East Asian Languages and Cultures, Stanford University.
B.A. in Journalism and Chinese Language and Literature. Fudan University

Hedy Bao, Associate

With an engineer background, Hedy specializes in brand and reputation management for high-growth enterprises especially in the chemical industries. At China Advocate, she is responsible for multinational chemical clients, providing services ranging from policy analysis, brand positioning, content development to project and event coordination.Hedy has worked in Chongqing University as an environmental engineering assistant engineer, providing urban planning environmental analysis for the Chongqing district government and consulting services for environmental issues and government relationship maintenance for well-known companies in different industries.

About Us

Established in 2017, China Advocate is a creative company specializing in brand management and strategic marketing consulting.

We are committed to building a strategic brand management framework with high-growth clients through the combination of human wisdom and hard technology, creating integrated marketing communication scheme and differentiated content, highlighting customer’s unique characteristics.

With extensive practical experience, cross-border creative thinking and top media resources, we strive to assist our clients to better realize their commercial and social values through establishing and consolidating their brand reputation.


Contact us

Tower C, Cofco Plaza, 8 Jianguomennei Avenue, Dongcheng District, Beijing

+86 156-5231-1620



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