China
With China set to become the world's second largest advertising market after the US, WPP marketing professionals look at the realities of the Chinese market and its future.
China's Creative Imperative: How Creativity is Transforming Society and Business in China
NEW
Kunal Sinha | 2008
Based on interviews with a wide range of creators – designers, musicians, folk artists, painters, discussions with common people about the role that creativity played in their seemingly mundane lives, and extensive trawling of the popular culture scene in China, China’s Creative Imperative provides rich evidence and a provocative point-of-view that businesses should find hard to ignore. While the subject matter of this undertaking is as vast and diverse as the idea of creativity itself, Sinha and his team discovered several trends in modern Chinese creativity, along with key insights valuable to any business hoping to grow in China.
Changing Nature of 'Face'
NEW
Bates 141 China | June 2008
Bates 141 China in partnership with Sina.com, Nielsen Online & Hylink Advertising recently undertook a nationwide online survey to understand the age old value of 'face' in the new changing China. Even as China modernizes and embraces new values, 'face' is a value Chinese people still hold dear to their hearts - Nearly 80% of the respondents feel 'face' is worth pursuing.
China's Prosumers Ogilvy & Mather | March 2008
The Internet and digital media have largely transformed the ways in which Chinese people live, entertain, consume and do business. If millions of people in the Middle Kingdom are buying and selling new and used goods through the internet, choosing stocks and holiday destinations, or sharing video in the hope of stardom, what are the forces of influence that propel them along their path to purchase?
Green Fields ahead for Advertising in China's countryside Bates Asia | November 2007
Greater prosperity for those who live in the countryside has long been one of China’s major concerns. But incomes of rural residents still lag far behind those of city-dwellers and the gap has steadily widened in recent decades - and the implications for the advertising industry are immense.
Consumers in the real ChinaMay 2007Ogilvy Discovery & Mindshare Insights embark on an ambitious project to unravel consumers, understand their relationship with brands and the media, and study the retail environment in the low tier towns of ChinaMarketing in China (Admap supplement)WPP, Feb 2007Sir Martin Sorrell explains why China is so important to the WPP Group - and so many of its clients Work in Progress: 10 Trends for 2007 (pdf)
Dec 2006Change is happening fast, and it's getting faster all the time. The balance of economic power is shifting to the East as China and India find their stride. The December issue of JWT's Work in Progress trendletter looks at these forces and more to identify 10 trends for 2007 Eye on AsiaJan 2006Comprehensive 12-country study by Millward Brown for Grey Global Group on how urban Asians feel about their lives and aspirations; what they believe makes a great brand; and what they want - and don't want - from advertising and marketing Building Brands in China (external link)
Nov 2005Companies in the Middle Kingdom are starting to develop their own design language. Article by Landor Associates Chairman Craig Branigan for Business Week OnlineChina: A Fragmented Landscape (pdf)
Oct 2005Research International's Gilbert Lee on the cultural differences within China and the changing attitudes toward national and global brands that make China marketing environment so challengingOne Billion CustomersOct 2005Former Wall Street Journal China bureau chief and Ogilvy Public Relations Worldwide advisor James McGregor on the lessons of doing business in China. Includes case studies of successful and unsuccessful venturesCorporate Responsibility for Multinationals in China (pdf)
Sept 2005Burson-Marsteller's Changing China newsletter looks at the evolving issue of corporate responsibility and its implications for foreign multinationals operating in ChinaWhy China is the PrizeJuly 2005The Beijing Olympics promises a unique opportunity for marketers to target China's burgeoning consumer class, writes JWT's Tom Doctoroff. From WPP's global WIREnewspaper