Why Local Digital Advertising Agencies Have Upper Hand in China



International agencies dominate many aspects of China's marketing industry, but when it comes to digital, local players have the upper hand -- an edge that puts them squarely in the M&A crosshairs.


One reason local players have thrived is the country's unique internet ecosystem. Global platforms like Facebook, Twitter and YouTube are blocked by China's "Great Firewall," replaced by dozens of local players in a highly fragmented space, made more complicated by the language.


"It's not just a matter of adapted Facebook and Twitter (campaigns) for China, it's creating something new for China and that's something the local agencies have done really well," said Greg Paull, principal at Beijing-based agency consultancy R3.


Continue reading at AdAge.com






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