Chinese brand owners demand more creativity

More creativity needed
by Crazy AP via FlickrGolden China Brands is reporting from the Cannes Advertising Festival delivering a few messages regarding the China market that might come as a surprise for some global agencies. Main take-away: China is setting trends in global marketing, rather than a follower of trends. (US/Europe in brackets).

• Chinese companies only stay on average 2,5 years with an agency (5 years)
• Most Chinese companies leave because the lack of creativity of an agency (bad service)
• Work is mostly project-based (fee-based)
• China is leading in mobile advertising

More at Golden China Brands.