UMS launches Melbourne office to help Australian businesses connect with China

(left to right – Tanya Cai, Business Development Director China, Eric Yu, Business Development Manager Australia, Richard Zhu, CFO, Jessica Miao, CEO)


United Media Solution (UMS) is set to open an office in Australia in a bid to help local companies grow their brands in China.

As one of the leading agencies helping international companies develop strategic and creative communications for the China market, UMS have identified Australia as a key growth market.

The launch comes as Australian companies increasing look to China’s growing middle class to boost their sales and follows the arrival of Chinese e-commerce giant Alibaba earlier this year.

UMS will open its doors in Melbourne in early 2018 led by Eric Yu, Business Development Manager of UMS Australia. 

Yu, who has previously lived and studied in Melbourne, has a strong understanding of the Australian market and will relocate from China to launch and manage the new office.

Yu will be tasked with generating new business leads, growing awareness of the UMS brand and services, as well hiring new team members to build UMS Melbourne.

UMS has also commenced a recruitment search for a General Manager, who will be responsible for driving the overall business growth and development as the Australian business expands.

The Melbourne office marks the fourth location for UMS, which already has offices in Auckland, Shanghai and Ningbo.

The Australian expansion marks a key move in the agency’s international expansion plans, following a round of Pre-A series funding in early 2017. The investment funding also helped the agency expand its New Zealand business with the launch of a new office and a General Manager based in Auckland.

Richard Zhu, Chief Financial Officer, UMS, said, “This is stage two of our expansion strategy and we plan to build on the momentum and the winning formula we have created in China and New Zealand to help us launch in Australia. Our objective is to help Australian brands not only launch into the China market but also to thrive there by using social media to acquire customers and grow.”

Jessica Miao, Chief Executive Officer, UMS, said, “We are very excited to be opening our doors in Australia. Having worked with New Zealand companies for more than five years, we feel we have a strong understanding of the region and we hope to use these learnings to gain a foothold in the larger and more competitive Australian market.

“We understand the differences in language, rugby and the problems with underarm bowling. Perhaps, most importantly we know how to help Antipodean brands connect with Chinese consumers to grow their brands and drive sales. We look forward to working with Australian companies to help them speak to China.”