United Media Solution (UMS), a social media agency which helps international brands connect with Chinese consumers, is set to open an office in Melbourne to help 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 internet giant Alibaba earlier this year.

UMS will open its doors in Melbourne in early 2018 with one key staff member, Eric Yu, business development manager, relocating to manage the office.

Yu, who previously lived and studied in Melbourne, has a strong understanding of the Australian market and will be tasked with hiring new team members and helping to grow UMS Melbourne.

UMS has also commenced a recruitment search for a general manager, Melbourne who will be responsible for driving new business development and account management as the office grows.

The Melbourne office marks the fourth location for UMS, which also 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.”

UMS currently work with a host of international companies such as, Air New Zealand, Auckland Airport, Douglas Pharmaceuticals, Ecostore, New Zealand Education, Prolife, Tourism New Zealand, THL, Villa Maria and Vodafone.