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Y&R and Sinomonitor embark upon strategic co-operation

12 December, 2012


BEIJING/SHANGHAI — Y&R and Sinomonitor have embarked upon a strategic co-operation to conduct proprietary in-depth research and analysis into China’s rural consumers and its changing middle class, and how its evolution is impacting their attitudes and relationship with brands.

The announcement was first made to attendees of the 2012 China Media and Consumption Trend Forum held both in Beijing and Shanghai.

“We are excited about this new partnership and, importantly, what it offers to our clients. Y&R is already world-renowned for its global BAV (Brand Asset Valuator) and regional Generation Asia studies, and this cooperation with Sinomonitor further strengthens Y&R’s insight armory to help give our clients the competitive edge,” said Y& R Greater China CEO Charles Sampson.

Explained Y&R’s Head of Strategy Kaiyu Li, “We see an increasing demand from clients for insights into China’s rural consumers and the middle class, hence our decision to focus on these two immensely important segments. Sinomonitor is one of the best-respected marketing research companies in China, so coupling Sinomonitor’s extensive research capabilities with Y&R’s insights and analytics expertise made perfect sense,” said Li.

The collaboration between Sinomonitor and Y&R will look into how demographic and policy changes are transforming rural consumers’ attitudes and behavior. With an increasing number of people working in urban centres as “migrant workers” and subsidizing their household incomes, rural consumers are upgrading their choice of products and services beyond the basics. During this transformation, they reprioritize their spending and readjust their expectations for products and services. This collaborative insight initiative will aim to identify trends that have implications for brands to communicate to this segment with growing importance to marketers.

The Middle Class has also been the topic of much discussion. This is a constantly shifting segment and is undergoing internal stratification. The joint insight initiative will take a more in-depth view of the dynamics of these changes to bring out their ways of perceiving and consuming brands.

Media enquiries:
Magz Osborne
Regional Communications Director
Y&R Asia
Tel: +65 6671 3106
Mobile: +65 9029 9271

About Y&R
Y&R is one of the world's leading global marketing communications companies. The agency’s work spans the communications spectrum and reflects the transformation that digital has driven across all media. We bring together the most experienced and most passionate leaders in strategic planning, channel planning, digital proficiency, and creative to create exceptional storytelling campaigns that build strong connections between our clients and their customers all around the globe.

In the past few years, the agency’s work has gained strong recognition by the industry. Y&R moved up to #6 from #14 on the Gunn Report and RKCR/Y&R is #1 in the U.K. and ranks #5 on Gunn's most awarded agency table. In 2010 at Cannes, Y&R was the #3 network worldwide. Y&R New York was the most awarded in the U.S. and #2 worldwide. The agency was also Network of the Year at the Art Directors Club, London International Awards and EPICA. This past year, Y&R added Network of the Year honors from the Dubai Lynx Awards to its credits and held on to the #1 ranking at the Art Directors.

Y&R has 186 offices in 90 countries around the world. Its clients are some of the world’s most prestigious global brands, including Virgin Atlantic, Xerox, Revlon, Beeline, Campbell’s Soup Company, Colgate-Palmolive, Danone, GAP, Land Rover, MTV, LG and Telefonica, to name a few.

About Y&R Asia
The Y&R Asia network is headquartered in Singapore and has offices in China, Hong Kong, Japan, the Philippines, Korea, Vietnam, Indonesia, Thailand, India and Malaysia.

The Y&R Philosophy – Resist The Usual
We are united around a single mission: To Resist the Usual. This philosophy is at the heart of everything we do – our approach to business, our creative product, client relationships, our people. We live to innovate, to differentiate ourselves and our clients.

About Sinomonitor
As the well-known and leading media and syndicated study company, Sinomonitor is one of the top 10 marketing research companies in China. Sinomonitor’s syndicated database products are regarded as ‘media planning currency’ in China amongst media agencies, media owners and brand owners. Sinomonitor is a very innovative company that adopts many new and advanced techniques year by year. All of the mainstream media agencies, press medium, OOH media, and digital medium use CMMS and other syndicated database products of Sinomonitor’s for many years.

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