case studies

Volvo Cars


To enhance Volvo’s corporate communications strategy in the APAC region


Deploying the emotive power of discourse, iDEA Communication arranged for one of Volvo Cars’ top executives in Asia – President of Volvo Cars APAC, Yuan Xiaolin – to give a speech during the Lunar New Year, an occasion of immense significance to Volvo’s Chinese employees and customers. In his speech, written by IDEA’s multilingual team of writers, Mr Yuan spoke about his humble origins in rural China, and delivered a moving story on the theme of heritage and succession. The carefully drafted speech included a personal anecdote on one of Mr Yuan’s Swedish colleagues at Volvo, mentioning his colleague’s deeply rooted family history of working for the company, an allegory to Mr Yuan’s own stories from his childhood. This evocative narrative was crucial in linking two very disparate cultures and identities, allowing Volvo’s Chinese staff to be able to relate to their Swedish counterparts, and vice versa. This approach was integral to creating common ground and unity, boosting employee morale and engagement, and perhaps most importantly, forging a consistent and coherent corporate identity – one that is not divided by national loyalties.


“Helena was a valued asset on Volvo’s event management in China, including the Volvo China Open, said Michel Zhaoqin, Vice President of Communications at Volvo Cars APAC. “She delivered good results under tight timelines and high pressure.”

Helena Ma brings with her a wealth of experience and a truly cosmopolitan perspective, having lived and worked in Shanghai, China; Gothenburg, Sweden; and London, UK. Her stints in Europe and China has armed Helena with a potent blend of ancient Chinese wisdom and contemporary Western knowledge which she incorporates into business management and client project