ASIA-PACIFIC – CHENGDU, CHINA, NOVEMBER 10, 2010 – Ogilvy & Mather China has entered into a new joint venture with Apex Communications, the leading integrated marketing agency in western China, to launch of Apex Ogilvy. Ogilvy has a majority share in the joint venture, which combines the strengths of both agencies in the fast-growing and dynamic western region.
Apex Communications, a WPP company, has developed leading capabilities in brand consulting, location branding, digital and advertising. The largest agency in the region, Apex has worked with clients such as the Chengdu Municipal Government, Sichuan Toyota, Chinese spirits brand Guojiao 1573, Chengdu OCT Real Estate and the hugely popular Mengniu Yogurt Super Girl Contest, the mainland Chinese version of Pop Idol.
The two agencies will combine resources, knowledge and know-how. Ogilvy, which has presence in Greater China in more than 15 agencies in 17 cities, will be able to further extend its network into China’s second tier cities.
Apex Chairman and General Manager Jianxiu Fan will continue to serve in the top role at Apex Ogilvy, reporting to TB Song, Chairman of Ogilvy & Mather Greater China.
The announcement comes on the heels of the release of The China Development Report 2010 which names Chengdu among a handful of cities tapped as central to the country’s “Go West” development program.
“As one of the most important cities in China‟s western region, we have had our eye on Chengdu for a long time,” said O&M Greater China Chairman TB Song. “With the full attention of the government, global business community and clients shifting to support China‟s „Go West‟ priorities, we believe the timing is now right to expand Ogilvy‟s presence in western China.”
“With Ogilvy as our JV partner, Apex will be fully equipped to offer clients in Chengdu real access to the luxuries of a first-class global network – decades of experience, the world‟s best resources and tools, and most importantly, the sharpest minds and ideas in the global marketing community,” said Jianxiu Fan, Chairman and General Manager, Apex Ogilvy.
Apex and Ogilvy PR/Beijing recently partnered to launch Chengdu‟s “Global Search for a Chengdu Pambassador,” a wildly successful campaign that garnered extensive coverage in both the national and international press, effectively enhancing the image of the city. Earlier, the two agencies collaborated on another Chengdu city branding campaign following the devastating Sichuan earthquake in 2008.
