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26 October 2011

Cream world tour presents China: Johnnie Walker, Levi's, and Clear


Welcome back to the Cream world tour! On 13-15 November in Singapore, the Festival of Media Asia will debut. China is clearly on everyone's minds at the moment, so we thought it would be appropriate to take everyone here.


China will account for a massive 40% of the world’s growth in adspend in 2010, although that’s down considerably on 2008 when it accounted for nearly 70%.

Magazine distribution is concentrated in the large tier-one cities, but that will gradually change. Foreign entrants are now making their mark.

Dominated by government owned CCTV, which saw primetime prices increase more than 18% in its upfronts this year, China has the second largest TV market in the world.

China’s internet population is larger than that of the US, but Google’s exit from China in early 2010 shows the challenges posed by its heavily censored online market.

For more stats on the Chinese media landscape click here.

Now let's check out some media case studies.

Jw clip
From BBH and Ogilvy & Mather comes the Journey of Words: To build on Johnnie Walker's popularity in China, the brand wanted to build a platform that would cement the 'Keep Walking' branding with the concept of progress in a nation that is changing quickly. 


From OMD comes Soundwash: To promote the launch of Levi's revamped Square Cut collection and to re-establish Levi's as a leader in the denim market in an original way, the brand built a very special in-store laundrette.


Clear 1
From PHD comes Unbeatable Drama. Unilever's Clear created a branded entertainment platform tapping into Chinese ambition.


That's it for China, but we have plenty more case studies on Cream, so feel free to search for more!



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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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