The China Advertising Association's new agency ranking figures make
interesting reading (see p4). Not because they show who the big players
are - most people knew that anyway.
No, the interesting thing is that the agencies are ranked by both their
declared billings and their tax contributions. Theoretically, the names
on the two lists should be the same. They're not, of course, which may
or may not confirm that agencies are sometimes over-generous when they
declare their billings.
You'd hope that this is the explanation for the discrepancy. If not,
then some agencies have quite a bit of explaining to do to the Chinese
tax authorities.
