Peter Tomczak, chairman of Sandberg Trygg Hong Kong, says it was easy to set up a business in Hong Kong as the company's base for expansion in the region.

The firm has identified a growing market for its specialised expertise in public relations and brand management issues. Hong Kong is the agency's first office outside Sweden, and has been established as its base in the Asia-Pacific.

"Our ambition is to assist Scandinavian companies coming into China and Hong Kong, as well as serving Chinese and Hong Kong-based firms who wish to build a global brand," said Peter Tomczak, chairman of Sandberg Trygg Hong Kong.

"A known and respected brand makes a product more attractive and enhances its value. Customers would rather buy from a company they know and, as a rule, they are prepared to pay more for a product from a supplier who has a known reputation."

The agency's interest in Hong Kong was prompted by the simplicity of setting up operations in the SAR, Mr Tomczak said.

"It is easy to get established in Hong Kong. New businesses enjoy the benefits of a good support network, hard working people, and proximity to the Chinese mainland. Hong Kong stands out as a business centre of the region because of its excellent infrastructure and functioning systems."

Mr Tomczak said China's entry to the World Trade Organisation and Beijing hosting the 2008 Olympics would increase demand for industrial products and professional services.

"That's exactly what our core clients work with, and now we can offer our services to them locally."

The company's next step is to open an office in Beijing, with a forward view to Japan, keeping Hong Kong as its regional headquarters, Mr Tomczak said.

	Stefan Ronnquist, a top Swedish advertising professional, will bring his expertise to Sandberg Trygg Hong Kong.

Swedish Advertising Agency Taps Hong Kong Talent for China Expansion

Related links:
Sandberg Trygg www.sandbergtrygg.com/
2008 Olympics www.beijing-2008.org/eolympic/eindex.shtm