SI Partners advises Hong Kong based brand and consumer experience design consultancy on sale to WPP owned FITCH

24 October 2016
The Author
Nicole Revers

WPP owned, FITCH, has acquired a majority stake in customer experience design consultancy, StartJG Hong Kong. SI Partners advised the shareholders of StartJG Hong Kong on the transaction.

Formerly part of the independent network of the same name, StartJG Hong Kong joins the FITCH network and will be changing its name to FITCH Design Ltd.

The acquisition makes Hong Kong the third FITCH studio in Greater China alongside operations in Shanghai and Beijing. Founder, Jonathan Cummings and General Manager, Cally Williams, will join FITCH’s senior leadership team for South East and North Asia, led by regional CEO Andrew Crombie.

The Hong Kong team has proven strength in creating powerful brands through deep consumer insight, intelligent strategy and bold design. Their formidable digital talent, combined with FITCH’s strategic and 3D design strengths, will significantly add to our growing presence and capability in Greater China and across the region.

Andrew Crombie, CEO South East and North Asia, FITCH


Jonathan and his team in Hong Kong have a fantastic track record for creating remarkable brand, retail and consumer experiences. The fit is excellent as we expand our offer in the Asia Pacific region.

Simon Bolton, Global CEO, FITCH


Founded in 2009, the Hong Kong brand and consumer experience design consultancy of almost 40 people offers branding, environment and interaction design. The studio has focused on building a strong regional client base, including Swire Properties, Nord Anglia Education and Genting HK.  In 2014, the team was named Hong Kong’s Brand Consultancy of the Year by Marketing magazine. Acclaimed for its work in the region, the studio has consistently featured in the top three agencies of that award in recent years.

We have done incredibly well as a small independent to grow to the size we are and to be a recognised leader in Hong Kong. Joining FITCH enables us to further expand our offer and gives us a truly global platform in addition to a wider regional base. Speaking on behalf of my team, I can say that we are all enormously excited about our future with FITCH
Jonathan Cummings, Chairman, FITCH Hong Kong


Continue Reading