Graham Fink, head of Ogilvy and Mather’s Shanghai office:
China is a young market when it comes to advertising, as it only started doing it 15-20 years ago. Therefore there is less sophistication in the ads, especially in the lower tier cities. So the overall standard of work is not as high as in the West. However I am now noticing a real change in attitude from some of our clients who want more creative work. And as more Chinese clients visit the Cannes Festival Of Creativity they are seeing the effect that creativity has on effectiveness, and therefore their business. An ad that wins creative awards and wins effectiveness awards can now be accurately measured to be 19 times more effective than the others.
Worth reading in full for some inside information on China’s advertising agency