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. 

Title	Author	Date
The Chinese New Year in Next Growth Cities For anyone interested in unlocking opportunities in China and succeeding in the next wave of China's growth, understanding the Chinese New Year is a master key.	BrandZ	2012
Ogilvy’s 20 Years In China’s Advertising Industry Ogilvy China's Chairman T.B. Song and CEO Shenan Chuang speak with Daniel Gilroy of chinaSMACK about the agency's challenges and successes in their first 20 years in China.	Daniel Gilroy, chinaSMACK	2011
Martin Sorrell's views on WPP in China (477kb, pdf) Malcolm Moore of The Daily Telegraph interviews Martin Sorrell.	Malcolm Moore, The Daily Telegraph	2010
Many faces of the real China The study uncovers the reality beneath seven false perceptions about China, one of which is the extraordinary diversity of Chinese people and culture.	Kunal Sinha with Mickey Chak, Ogilvy & Mather Shanghai and Beijing	2010
Orientation China Guidebook China is a nation that is as complex as it is changing fast. It is those corporations that can come to grips with the complex consumer landscapes and keep pace with the change that have the greatest opportunity to gain.	Kunal Sinha, Ogilvy & Mather China	2010
China's creative genius - Shenan Chuang Chinese creativity and interview with Shenan Chuang, CEO of Ogilvy & Mather Greater China, about how she practices creative leadership.	CIB	2010
China: Change Snapshot Bates 141 takes a look at the ten key changes in different Asian countries revealing profound shifts in consumer values.	Bates 141	2010
Changing Chinese Mothers Ogilvy study reveals the diversity of modern Chinese mothers. Misreading the cultural tensions surrounding this demographic can have real consequences for brands.	Ogilvy & Mather	2010
Five things you need to know about: Shanghai Expo marketing (Media Asia) Debby Cheung shares her insight on the highly anticipated, six month extravaganza known as World Expo 2010 Shanghai, and gives advice on how marketers can make the most of this monumental opportunity.	Debby Cheung, Ogilvy Public Relations Worldwide/China	2010
Chinese New Year Marketing(Media Asia) Media magazine article with five hot tips on how to market to Chinese consumers during the Chinese New Year period.	Shenan Chuang, Ogilvy & Mather	2010
Generation China A study from Added Value which seeks to understand the Chinese market from a generational perspective.	Magdalena Wong, Added Value	2010
ExpoSay Ogilvy China's first edition of a monthly report on Word of Mouth conversations discussing the Shanghai Expo.	Ogilvy	2010
Digital Tribes The first-ever segmentation of China's 'digital consumers', grouping netizens into seven online tribes.	GroupM	2009
Emerging from the Downturn in China Why 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?	Kunal Sinha & Sophie Su, Ogilvy Shanghai	2009
Ten Implications For Marketing Strategy In These Times There 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.	Ashok Sethi, TNS China	2009
China Beyond China'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.	Kunal Sinha, Ogilvy & Mather China	2009
Changing Nature of Youth Investigation on the changing social cultures in China and how these events and consequences are being experienced by youth in China.	Fareeda Cassumbhoy, Bates E Vision	2009
Embracing Change, Realizing Dreams A 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.	Kunal Sinha, Ogilvy & Mather China	2009
China National People Congress and the Chinese People Political Consultative Conference China'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.	Hill & Knowlton China	2009
The Changing Nature of the Car Consumer in China The Chinese car buyer is not one homogeneous whole. There exist three different generations each with their own needs, desires and purchasing power.	Bates 141	2009
The China Source Book A collection of insights into China's consumers in the year of the 2008 Beijing Olympic Games.	TNS	2008
Chinese Nationalism And Its Impact On Brands Ogilvy 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.	Ogilvy Group China & Millward Brown	2008
China's Creative Imperative: How Creativity is Transforming Society and Business in China 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.	Kunal Sinha	2008
Changing Nature of 'Face' 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.	Bates 141 China	2008
China's Prosumers 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?	Ogilvy & Mather	2008
Green Fields ahead for Advertising in China's countryside 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.	Bates Asia	2007
Consumers in the real China Ogilvy 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	Ogilvy Discovery & Mindshare Insights	2007
Marketing in China (Admap supplement) MSir Martin Sorrell explains why China is so important to the WPP Group - and so many of its clients	WPP	2007
Work in Progress: 10 Trends for 2007 (pdf) Change 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	JWT	2006
Eye on Asia Comprehensive 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	Millward Brown	2006
Billions This 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.	JWT	2005
Building Brands in China (external link) Companies in the Middle Kingdom are starting to develop their own design language. Article by Landor Associates Chairman Craig Branigan for Business Week Online.	Craig Branigan, Landor Associates	2005
China: A Fragmented Landscape (pdf) Research 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.	Gilbert Lee, Research International	2005
One Billion Customers Former 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.	James McGregor, Ogilvy Public Relations Worldwide	2005
Corporate Responsibility for Multinationals in China (pdf) Burson-Marsteller's Changing China newsletter looks at the evolving issue of corporate responsibility and its implications for foreign multinationals operating in China.	Burson-Marsteller	2005
Why China is the Prize The 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.	JWT	2005