The Chinese sports system focuses all its efforts on an elite minority instead of encouraging a broad sporting culture. It’s short-sighted and defines success much too narrowly. Brands are making the same mistakes, writes Sam Gaskin of Flamingo.
CHINA - Within half an hour of Chinese hurdler Liu Xiang's crash in the 110-metres hurdles race at the London Olympics yesterday, Nike made a swift rehash of its 2008 reaction with a timely Weibo ad capitalising on the country’s collective grief over Liu’s fall from grace.
Leo Burnett Shanghai has revisited its successful ‘First Coke of the year’ campaign for Chinese New Year 2012 with a new ad featuring glimpses from athlete and brand ambassador Liu Xiang’s old school days.
BEIJING - Chinese online media giant Tencent has officially launched its content strategy for the 2012 Olympic Games in London, built around the concept of a 'Chinese Teahouse'.
BEIJING – Yao Ming remains China’s most popular celebrity, closely followed by hurdler Liu Xiang and Jackie Chan, according to Enspire, a study by marketing consultancy R3.
Using celebrities in campaigns is a fact of advertising life in China. Almost three out four ads on TV use celebrities — a huge investment, as fees can cost more than the production itself, yet they do work.
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