SOUTHFIELD — Airfoil, a technology-focused public relations and marketing communications agency based in Southfield, and Newell PR, a China-based independent public relations firm that has won more technology awards than any other national firm, announced an exclusive affiliate relationship to provide services to each firm’s respective technology client interests in the Asia Pacific and United States markets.

“Airfoil Global Group chose Newell as our exclusive affiliate for its combination of expertise, geographic reach and strong track record for producing innovative technology communications programs,” said Janet Tyler, Airfoil co-CEO. “In addition to their interest in high-growth regions like China, Indonesia and India, technology clients often require a global communications partner that understands the Asia Pacific region’s influence over critical areas of their businesses, like product development, engineering and even assembly.”

Airfoil Global Group, a subsidiary of Airfoil, serves technology marketers and communicators responsible for multi-national or global programs through a carefully curated network of exclusive regional affiliates. Earlier in 2013, Airfoil announced Babel PR as its exclusive affiliate for EMEA. Additional affiliates to Airfoil Global Group are expected to be announced later this year.

Under the terms of the agreement, global programs managed by either organization will be sourced to the other pending a joint review of the clients’ requirements. Client program activity will be delivered by teams working primarily in Silicon Valley, Detroit, Hong Kong, Beijing, Shanghai and  Guangzhou. Programs determined to require niche expertise, geographic focus or capabilities will be resolved through the agencies’ combined networks.

David Croasdale, managing director of Newell PR, said the deal means “clients and prospects will benefit from Airfoil’s experience with global technology brands such as LinkedIn, Parrot S.A., Microsoft and NVIDIA. In working with Airfoil for the past few years, we’ve come to appreciate their approach of blending a focus on strategic communications with pioneering programming in areas such as mobile communications – this deal gives our clients a turn-key solution for supporting their interests in the U.S. market.”

The affiliate relationship was established following a rigorous review of potential alternative partners by each agency. The evaluations assessed expertise, capabilities, geographic coverage, culture and past performance.

“On a global scale, clients want access to deep expertise in the geographies they care about and delivered in a model that is easy for them to manage,” added Lisa Vallee-Smith, Airfoil co-CEO. “Based on our experience working together on shared client brands, we’re confident Newell PR is an attractive addition to both our clients and affiliates served by Airfoil Global Group.”

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