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Edelman Appoints Cindy Tian Vice Chair, Asia Pacific


Edelman, the world’s largest public relations firm, has appointed Cindy Tian as regional vice chairman, Asia Pacific, reporting to David Brain, president & CEO of Edelman Asia Pacific. She will also lead the China Public Affairs group, which reports to Thomas Mattia, recently appointed chair of Edelman China. Tian’s new roles are effective March 15, 2012.

In the newly-created role, Tian will oversee cross-practice and inter-office cooperation in the areas of government relations and public affairs. She will work with local practice leaders to maximize successful outcomes for clients, develop tools for practice management, and create intellectual capital.

Based in Beijing, Tian will operate within the China market to build capabilities and business development in the public affairs space, counsel major clients, and have operational leadership of Edelman China’s Public Affairs practice. Cindy will also sit on the firm’s global Public Affairs board to help frame business planning for the practice across the network, working closely with the Washington and Brussels markets.

“Cindy has a stellar reputation as one of the defining leaders of public relations and public affairs in China,” said Brain. “Her vast experience, knowledge and relationships will be an enormous asset in helping us expand our business, not only in China, but across Asia and worldwide.”

Tian led Burson-Marsteller China since 2006, most recently as executive chairwoman. Under her leadership, B-M China achieved record levels of business growth, and became a highly respected brand in China’s public relations industry. As a senior counselor she specialized in strategic communications, issues and crisis management, government relations, corporate social responsibilities, and communications training for senior executives. Tian also advised international and Chinese clients from a broad range of industries and sectors, including energy, resources, telecom, IT, payment, insurance, chemical, retail, FMCG, healthcare, home appliances, and management consulting.

Edelman has seen rapid growth in recent years, lending to the dimensionalization, operationalization, and globalization of the firm’s offerings and services. Over the past two years, Edelman has nearly doubled its revenue in China from almost $9 million to over $17 million. Across Asia Pacific, the firm has grown into a $69 million business spanning 23 offices in 10 markets.

“Edelman’s independence and pioneering work are highly regarded across the industry,” said Tian. “I’m honored to be joining a team of established counselors and leaders to help build on the incredible momentum created in China and across the globe.”

Tian was a Chinese diplomat for nearly 10 years from the mid-1980s to the mid-1990s, focusing on culture exchanges and external communications with overseas postings in the United States and the Caribbean. She was among the first group of external communications professionals trained by the Chinese government.

About Edelman
Edelman is the world’s largest public relations firm, with 63 offices and more than 4,000 employees worldwide, as well as affiliates in more than 30 cities. Edelman was named Advertising Age’s top-ranked PR firm of the decade in 2009 and one of its “A-List Agencies” in both 2010 and 2011; Adweek’s “2011 PR Agency of the Year;” PRWeek’s “2011 Large PR Agency of the Year;” and The Holmes Report’s “2011 Global Agency of the Year.” Edelman was named one of the “Best Places to Work” by Advertising Age in 2010 and among Glassdoor’s top five “2011 Best Places to Work.” Edelman owns specialty firms Blue (advertising), StrategyOne (research), Ruth (brands + experiences), DJE Science (medical education/publishing and science communications), MATTER (sports, sponsorship, and entertainment), and Edelman Consulting. Visit for more information.

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