WPP’s Ogilvy to Launch China-Focused Division in U.S.
Ogilvy & Mather, advertising unit of WPP PLC, is launching a new China practice in an attempt to grab more advertising dollars from Chinese companies expanding overseas, the agency’s top executive said. The agency is investing an initial $1 million to open the New York-based China-focused division, Ogilvy & Mather Chief Executive Miles Young said in an interview. Ogilvy has tapped Lyndon Cao, a former senior manager at state-run newspaper China Daily, to lead the new venture, helping Chinese companies ramp up marketing and public relations in the U.S.
Ogilvy plans to expand the practice beyond the U.S. in the next few years to service Chinese companies in other countries and regions, including Brazil, India and Africa, according to Mr. Young. Many global advertising companies, such as WPP, Publicis Groupe SA and Interpublic Group of Cos., over the past several years have invested in operations in China to service multinational companies wanting to reach Chinese consumers. But the industry is beginning to focus on Chinese companies outside of China’s market, said Mr. Young.
Many global advertising companies, such as WPP, Publicis Groupe SA and Interpublic Group of Cos., over the past several years have invested in operations in China to service multinational companies wanting to reach Chinese consumers. But the industry is beginning to focus on Chinese companies outside of China’s market, said Mr. Young. “The old notion that the world has a one-way street coming from the West is dead and buried,” he said. “China is clearly emerging as a leader.”