Coffee With: Simon Vericel, Founder and Managing Director, Influence Matters
China and Indonesia
Q: Can you give us an overview of Influence Matters? What would be your elevator pitch?
A: Influence Matters is a B2B tech-focused agency in ‘mostly’ China that specialises in cross-border communication. We primarily work with international companies, from startups to scaleups, SMBs to unicorns, but not very large global brands, helping them with their communication strategies and execution. Usually, our clients are experiencing fast growth in APAC markets, particularly China. Recently, we expanded to Southeast Asia with an office in Indonesia.
Q: What does your day-to-day look like? Are you still working directly with clients, or are you more focused on management?
A: It’s a mix! I’ve moved to Bali, where it’s just me in my home office, but I spend about a week to a week and a half in China every month. Our agency is small, around 15 people, so my tasks vary widely—from proposals to finance. I work on high-level strategic counsel for some clients, especially regarding how the technology and communication markets in China are evolving. And, of course, we’re now bringing our PR model, which has been working well in China for 10-years, to the rest of the region and that is a big focus.
Q: Why did you decide to launch the agency? Was it an opportunity that presented itself or necessity?
A: It wasn’t part of my original plan to start a tech PR agency. I wasn’t looking to become an entrepreneur. I was managing the Beijing office of an American agency when we decided to part ways.. After considering various opportunities, I realised I didn’t want to work for another large agency in China, I was dissatisfied with the model and lack of focus on true innovation. There was a gap in the market for PR services aimed at technology startups in China, so I decided to start Influence Matters.
Q: You mentioned you focus on startups and scale-ups. Are there specific types of technology you’re particularly drawn to?
A: Yes, we like the core of technology – innovation – and I have a personal passion for anything relating to semiconductors! That interest allows us to ride the waves of technology, from AI to automotive digital radars. We work with clients developing technologies that might not hit the market for years. We like to understand what is being invented right now that may not make it into a product for another 20-years or more!
Q: You’ve partly built a team of computer scientists and engineers. Was that a conscious decision?
A: Definitely! We want our team to understand the technology at a deep level. Most of our clients are led by engineers, so we need to communicate effectively with them. I’m not an engineer myself and not everyone on the team is an engineer, but we do attract those with a strong interest in tech. We want our team to be able to talk at the same level and with the same knowledge as our clients.
Q: What services do you offer? Do you find that the role of PR has evolved?
A: At our core, we’re a PR agency focused on communication strategy. In China, PR or earned media campaigns – are still an effective way to raise awareness of a company. However, we do a bit of everything—from media relations to social media and digital campaigns. Many of our smaller clients don’t have dedicated marketing teams, so we often help with various needs, whether that’s trade show support or community-building campaigns.
Q: Speaking of clients, what do international companies need to know when entering China or Indonesia? Are there common mistakes they make?
A: The biggest mistake is not taking the market seriously.
China is different. The language is different, the culture is different, even the internet is different. Companies often come to China just to test the waters, and that usually doesn’t work. The market will realise very quickly that you lack commitment. We advise clients that if they’re not ready to commit and build a solid foundation, they might not succeed. We focus on understanding their objectives and providing honest guidance. The most successful tech companies are those which already have a strong business backbone doing business outside of China, but perhaps they have one or two clients inside China driving them to be more present locally.
Indonesia is currently at a crossroads in their economy, ready to experience the fast growth that China experienced for the 30 past years, but with a still rather dysfunctional or weak infrastructure. Companies looking at expanding to Indonesia will need to roll up their sleeves and show commitment, and patience. Building local connections at the government and communities level will be important to gain access to markets, and support from local authorities, partners and people.
