The move by McDonald's to combine media planning and buying assignments for Hong Kong with Guangzhou, should come as no surprise as marketers are always on the lookout for cost-effective media solutions.
The impetus behind the change, however, is interesting. Hong Kong's Chinese television channels are popular viewing fare in Guangzhou, much more so than the city's own stations. Plus McDonald's is a heavy user of the TV medium. Whether other big brands with operations in the two market will follow the burger giant remains to be seen but when an advertiser as big as McDonald's does so, others are bound to pay attention.
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