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. Generation ChinaMagdalena Wong, Added Value, 2010
A study from Added Value which seeks to understand the Chinese market from a generational perspective.
ExpoSayOgilvy, 2010Ogilvy China's first edition of a monthly report on Word of Mouth conversations discussing the Shanghai Expo.
Emerging from the Downturn in ChinaKunal Sinha & Sophie Su, Ogilvy Shanghai, 2009Why have some firms done better in China than others? What have firms done, besides taking advantage of the economic stimulus package, which has helped them tide over the financial crisis? What is the way forward? Is there going to be a shakeout when growth has been regained?
Ten Implications For Marketing Strategy In These TimesAshok Sethi, TNS China, 2009There is no time in China like today. On one side it is buffeted by the tsunami of global economic crisis, on the other side its consumer base is rapidly increasing in size and value. How can marketers make the best of this unique juncture in time and deploy the most effective strategies for establishing a firm position in China.
China BeyondKunal Sinha, Ogilvy & Mather China, 2009China’s 4th-6th tier towns, which account for 37% of China’s population, have notably different consumer cultures and retail landscapes not only from the major metropolises of Beijing, Shanghai and Guangzhou but also from 2nd-3rd tier cities, according to “China Beyond,” a new study released by Ogilvy China.
Changing Nature of YouthFareeda Cassumbhoy, Bates E Vision, 2009Investigation on the changing social cultures in China and how these events and consequences are being experienced by youth in China.
Embracing Change, Realizing DreamsKunal Sinha, Ogilvy & Mather China, 2009A study on how Web 2.0 has changed the behaviour of the first generation of women to grow up with digital technology in the health and beauty category.
China National People Congress and the Chinese People Political Consultative ConferenceHill & Knowlton China, 2009China's lawmakers are facing the very ambitious task of achieving 8% GDP growth in 2009. This report looks at China's future direction following the NPC & CPPCC conference that took place recently.
The Changing Nature of the Car Consumer in China Bates 141, 2009The Chinese car buyer is not one homogeneous whole. There exist three different generations each with their own needs, desires and purchasing power.
The China Source BookTNS, 2008A collection of insights into China's consumers in the year of the 2008 Beijing Olympic Games
Chinese Nationalism And Its Impact On BrandsOgilvy Group China & Millward Brown, November 2008Ogilvy Group China & Millward Brown ACSR China have recently published a study on "Nationalism". Entitled Chinese Nationalism and Its Impact on Brands, the study underlines the importance of the internet in spreading opinions and creating mass movements - resulting in the nationalistic fervour among Chinese people. For brands, this is a challenge that they must respond to.
China's Creative Imperative: How Creativity is Transforming Society and Business in ChinaKunal Sinha, 2008Based 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' Bates 141 China, June 2008Bates 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 ProsumersOgilvy & Mather, March 2008The 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 countrysideBates Asia, November 2007Greater 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 China Marketing 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 Billions
Dec 2005This book cracks the supposedly indecipherable code of marketing to the New Chinese Consumer - all 1.3 billion of them. It distills what Tom Doctoroff has learned over the past 11 years in Greater China with JWT, one of the region's largest advertising agencies. 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 Online China: 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 challenging One 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 ventures Corporate 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 China Why 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