The PHA Group has announced a partnership with Tang Cultural Media to support the expansion of PropellerAds into the East Asian market. The collaboration brings together three industry leaders to launch a comprehensive market entry strategy, kicking off activities in China.
PropellerAds has introduced a fully localised Chinese-language platform and established a dedicated team of native-speaking specialists as part of its regional rollout. To support this initiative, the company has engaged The PHA Group and Tang Cultural Media to deliver targeted PR campaigns aimed at building brand awareness and driving audience engagement across relevant channels.
Through this partnership, PHA will be leading on the global comms strategy and international media, with Tang Cultural Media implementing tailored media activities across target publications and social media outlets including WeChat.
Rhys Merrett, SVP at The PHA Group, commented: “We are pleased to be supporting PropellerAds’ expansion into East Asia through our partnership with Tang Cultural Media. Both companies are renowned players.
“The partnership demonstrates The PHA Group’s capability to help technology businesses navigate complex international markets and unlock new commercial opportunities. By combining global strategic oversight with localised execution, we ensure that brands entering high-growth regions can communicate effectively, build trust, and establish a strong presence.”
Austin Xie, Senior PR Consultant at Tang Cultural Media, commented: “PropellerAds’ expansion into East Asia marks an important step in connecting global advertising innovations with the fast-growing digital ecosystem in this region. Through its collaboration with The PHA Group, Tang Cultural Media is committed to delivering high-quality, localised communication strategies that help PropellerAds build trust, deepen industry recognition, and accelerate market integration. Tang Cultural Media looks forward to supporting the brand as it strengthens its presence in China and the broader Asian market.”
Julia Larionova, Head of Marketing, PropellerAds commented: “Expanding into East Asia is a big and important step for PropellerAds. Working together with PHA and Tang Cultural Media gives us a mix of strong global experience and deep understanding of the local market. We can communicate to Chinese advertisers in a way that actually resonates and reflects who we are as a company. We’re genuinely excited about this partnership and about building our presence in the region.”
About The PHA Group
Established in 2005, The PHA Group is an award-winning independent PR, digital and creative agency founded by Phil Hall, the former editor of the world’s bestselling newspaper and Director of Editorial Development at Trinity Mirror Group.
With offices based in London, Manchester, Leeds and Boston (USA), The PHA Group constitutes consumer, corporate and reputation PR specialists to deliver transformational results for clients, including household brands, international corporations, ambitious start-ups, and individuals with a story to tell.
Our unparalleled network integrates top-level media and influencer contacts with strategic, creative, digital, and social insight, as well as global connections, to create a truly bespoke service.
About Tang Cultural Media
Tang Cultural Media, based in Shanghai, China, is a leading international PR and brand communications agency, offering integrated solutions across market insights, strategic content, and high-impact events. By combining a global media network with deep local expertise, the agency helps clients strengthen their brand presence, engage target audiences, and enhance their reputation across both China and global markets.
Founded in 2018, Tang Cultural Media’s services cover consulting, brand strategy, marketing, public relations, legal affairs, data analysis, media operations, social media management, event planning, and reputation management. The agency delivers tailored, end-to-end brand communication solutions for clients across industries, empowering businesses to achieve sustainable growth and long-term success in China and global markets.
About Propeller Ads
PropellerAds is a multisource advertising platform providing access to unique traffic sources and AI-based ad-serving/optimization tools for media buyers, agencies, brands, and affiliate marketers.
Founded in 2011, the company rapidly became a leader in Popunder advertising first, and then expanded into the social and display advertising market with Push Notifications and other formats.