Often overlooked and battling a bad global image, the country is now regarded as the next fertile ground for brands looking for big growth in Asia.
Global economic uncertainty has led to modest growth, but younger markets and the digital boom continue to over-contribute.
The agency’s latest report shows large gains in less advanced APAC markets, but with China still hugely dominant.
The profession is establishing itself as necessary and distinct from other aspects of communications, while the demand for strategic planning rises, according to in-market experts.
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