Y&R Approach will service Y&R clients in China, with a focus on field marketing and activation. “We have the retail expertise, channels, and local market insight to help them to understand this market, and to do the integrated marketing execution,” said Dawson Group MD, Andrew Li.
“Y&R will act as their brains, Dawson as their hands and feet to help them to walk in China.” The new agency will commence operations from 1 November, and will report to Y&R Greater China chairman Tom Kao.
Dawson employs 270 staff and is based in Guangzhou with offices in Beijing, Shanghai, Wuhan and Chengdu. The company was incorporated in 1997 and has since become a leader in its field, boasting a list of blue-chip clients including Nokia, Nike, Yili Milk and Guangdong Mobile.
