JWT Greater China announces the acquisition of Always
One of the nation’s largest promotional networks
Acquisition marks JWT’s increased strength on integrated communication
Shanghai – March 27, 2006 – JWT Greater China, one of the leading advertising agencies in the region and fourth largest in the world, announced the acquisition of Always, a field-based marketing and promotions network in China.
JWT’s strategy in China is the same now as it has always been. They strive to be the most strategically insightful and creatively relevant advertising agency in China.
“China is a market with scale, one in which companies cannot succeed long-term without strong brand equity — that is, the ability to sustain a price premium over time rooted in consumer loyalty”, explained Tom Doctoroff, JWT CEO of Greater China and Northeast Asia Area Director, “We further believe that the distinction between ‘local brands’ and ‘foreign brands’ is misleading, any product can increase profitability and sales based on international communication standards. As proven, JWT now generates more than 50% of its revenue from Chinese companies. JWT has achieved this through constantly strengthening its strategic and creative product.“
JWT realizes that mass media advertising is only part of the equation. All clients require synergies between their above-the-line advertising and below-the-line tactics. It is critical to develop a unifying idea, one rooted in consumers’ fundamental behavior and preference, and extend that idea through different media, right down to the store level, in a manner that triggers short-term sales while reinforcing a consistent brand image.
That is why JWT has recently undertaken a variety of diversification initiatives including the establishment of RMG Connect (an interactive design and applications company), the acquisition of New Sun (one of Guangzhou’s largest and most respected local agencies) and a strategic alliance with Cohn & Wolfe (one of the leading CONSUMER public relations companies in both America and Europe).
“The acquisition of Always is another important step fulfilling JWT’s through the line capability. The company, led by Cai Hua, an inspired Beijing University-educated entrepreneur, will dramatically expand our ability to activate our clients’ creative in practically any supermarket, stadium or shopping center on the mainland,” Tom emphasized, “From road shows and in-store sampling to promotional initiatives and door-to-door surveys, Always leverages one of the nation’s largest promotional network and most extensive specialist communications capabilities.”
“Always’ extraordinary efficient network management capability, combined with JWT’s gold standard creative product, will represent a uniquely powerful presence on China’s communications industry’s battlefield,” said Cai Hua, the founder and CEO of Always Marketing Services Co., Ltd.
“Cai Hua and his team are consummate business professionals boasting peerless experience and expertise in promotional management. JWT will not ‘force’ Always to work with any JWT client; instead, we will work together to identify jointly beneficial areas of collaboration. Importantly, Always will also be free to work with any WPP company or any other company for that matter, assuming no client conflict. We will be tied together not by rigid reporting structures but, instead, a mutual respect for each company’s strengths as well as a shared ambition to forge the best possible integrated communications for our clients.” Tom added.