McCann Erickson is shifting its Chinese strategy to focus more on assisting local companies to develop brand recognition overseas, the Financial Times reported. The US advertising and marketing company has in recent years primarily been marketing multinationals in China, including Microsoft, UPS and Intel, but chairman and chief executive John Dooner told the newspaper the "timing is right" to devote greater resources to domestic companies that sell products abroad but lack a well-known image. Dooner singled out white goods manufacturers and computer maker Lenovo as having strong brand potential abroad. The company, which operates in China through a joint venture with newspaper group Guangming Daily, is developing promotion strategies for local groups such as Midea, a home appliance maker.
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