Ogilvy links with university for think-tank
Ogilvy & Mather China has launched a new think-tank focusing on marketing in China in collaboration with Beijing University. <BR><BR> The think-tank - the Ogilvy Brand Center - will be jointly managed by Ogilvy, which is providing financial support and advisory services, and the University's China Center for Economic Research. The think-tank has earmarked a number of areas for study in its first year, including differences in domestic and foreign handset preferences, how sponsorship of the successful Super Girl TV show affected dairy company Mengniu and the influence of a brand with distinctly Chinese characteristics on consumer choice.
