Megan Gell
Feb 14, 2018

Event evolution: Chinese brands turn up the heat

Savvy local players now dominate China’s agency landscape.

Adidas Republic of Sports initiative by Auditoire

The event industry’s evolution is perhaps nowhere more apparent than in China, which has developed from being an inbound market for international brands to pioneering social media platforms and exporting some of the world’s fastest-growing brands of its own.

Up until 2008, multinational brands were the lifeblood of agency business in China. “When the Olympics came we started pitching for more consumer events for brands like Coca-Cola, Lenovo and Bank of China as well as...

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