About Us


The Chinese character TONG means to connect, inform, communicate, understand and make clear. It also describes something that is open, logical, coherent and workable.

We like to think our work reflects all these qualities and more.

Our Founders

Adam Knight



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Adam heads up TONG’s business development efforts, as well as ongoing client advisory and market entry planning. Adam is regularly invited to speak at industry and academic events, and has given presentations in the UK, US, Europe, Russia, China and Hong Kong. In his spare time, Adam enjoys playing music and writing for a range of media outlets on the subject of internet governance in China. Adam holds a first class degree in Chinese Studies and an MSc in Social Science of the Internet, both from the University of Oxford.


James Campbell



James Headshot@2X 1

James leads TONG’s creative studio, developing and implementing Chinese digital strategies on behalf of key clients. With experience launching dozens of brands, James brings a wealth of knowledge to our client work, speaking regularly on the subject for organisations such as the China Britain Business Council, the Department of International Trade and Scottish Enterprise. Outside of the office, James enjoys climbing, sailing and skiing. James holds a degree in Chinese Studies from the University of Oxford and studied at Peking University whilst living in China.


Our Team

Our cross-cultural team of experts is the key to our success. Stemming from all corners of China but based in our London headquarters, our entirely bilingual team straddle both worlds.

On the one hand, we’ve got our fingers on China’s pulse. On the other hand, we’re here to sit down face-to-face with our clients so as to deliver more effective campaign strategies.

When we’re not working hard in the office, we like to kick back together with an evening of Chinese hot pot and karaoke.

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