News and Insights

FINN Partners Named PR Agency of Record in China by Suzano, Brazilian Leading Eucalyptus Pulp Producer

September 1, 2022

FINN Partners, the leading global independent communication group, is pleased to announce its appointment as the PR and Public Affairs agency of record by Suzano in the greater China market.

With our diverse and deep expertise in the areas of biotechnology and sustainability, FINN Partners is tasked with elevating Suzano’s reputation and expanding brand recognition in China. The partnership, in alignment with Suzano’s Asia strategy, will cover assignments of brand marketing, stakeholder engagement, media relations, content marketing and digital creativity to enable Suzano’s increased business reach throughout China and the Asian market.

A bespoke and collaborative team of communication veterans across FINN’s Beijing and Shanghai offices will service the account. By working with Suzano’s China and Brazil teams, FINN will lead Suzano’s brand equity upgrade and provide communication support to laser focus on its target industrial stakeholders through our storytelling capabilities to reinforce Suzano’s position as the global leader and solution provider in sustainability. We will also assist to launch a facelift to Suzano’s Asian website to better serve local industrial partners.

As the world’s leading producer of pulp, paper and other biomaterials originating from eucalyptus, Suzano believes in its Commitments to Renewing Life. Since its founding in 1924, the company keeps seeking innovations in forestry and bio-based technology and driving business growth via providing sustainable bioproducts that are part of everyday life for humanity. Suzano has 12 mills in Brazil, with an annual production capacity of 10.9 million tons of pulp and 1.4 million tons of paper. Its products are exported to more than 100 countries, reaching the lives of over 2 billion people. In addition, Suzano plants and preserves native trees in over 35% of its areas for the sake of improving biodiversity, soil, and rivers as part of its broad conservation ambition. This progressive, green philosophy is the touchstone for the continued growth of the Suzano brand and its development in China. Suzano entered China in the 1980s. Thanks to the rapid growth of the industry in recent years, China’s market has become a major export destination for the company’s pulp products, with over 5.3 million tons in 2021.

As the key promoter and driving force of Suzano campaign, Jason Cao, Senior Partner at FINN Partners China, says, “FINN Partners is proud to be working with Suzano China. As a global communications agency, our group’s philosophy has always been to create real value for our clients based on the long-term relationships. Our independence allows us to tailor our services to meet our clients’ needs, and our culture of collaboration enables us to work efficiently across the regional teams and mobilize resources in a nimble and responsive manner.

At the same time, FINN Partners China’s proven track record in B2B tech, health, and sustainability, as well as our focus on client-centered service are the contributing factors in winning the Suzano account. We look forward to supporting Suzano in consolidating and expanding its influence in the Chinese market and strengthening its position in the industry.”

As one of the fastest growing dark horses in the global communications industry in recent years, FINN Partners has continued to expand its business and scale through a series of international mergers and acquisitions, as well as by bringing in talent from the local market and is expected to be among the top 10 in the global PR industry by 2022. In China, the market with the greatest potential in the world, FINN Partners has accumulated rich practical experience and strong reputation in the dual track of “localization and internationalization” with its flexible and focused independent attributes, continuous injection of international resources, and collaborative leadership team covering Beijing, Shanghai and Hong Kong. The partnership with Suzano is another concrete example of FINN Partners China’s core strength of “corporate storytelling power,” which has broadened the ecological chain of biotech upstream and downstream clients and established a unique brand value in the communications market.