Jenny Chan 陳詠欣
Aug 4, 2014

Chinese agencies move from ideas to creation

From product development to shouldering business risks, ad agencies are upping their game to forge new sources of revenue.

Soft kitty: From a one-line brief, Grey developed a full range of cosmetics to capture the ‘princess-schoolgirl’ market.

Big ideas in China have had to get bigger. Creative ideas alone can only be monetised so far in a market where both the media environment and consumer preferences evolve constantly. To up their game, agencies in China, big and small, have launched strategic product development services. DDB, Grey, WE Commerce and Arkr are just a few agencies that have started to co-create products and brands with clients, rather than restrict work to pure creative. 

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