SHANGHAI: Independent, London-based creative agency Leagas Delaney is aiming to capitalise on the fast-growing Chinese market with the opening of its first office outside Europe.

The firm's new Shanghai outlet, which is likely to open for business with projects from existing clients Intercontinental Hotels, Timberland and Skoda - as well as two other unnamed firms - will focus its efforts on digital media developments, says chairman Tim Delaney.

“Most other agencies are adapting international campaigns for China,” he said, “but we don't want to do that.”

“We want to employ China-centric, strategic and creative (work) across all platforms and while we plainly won't be the biggest, we can try to be the best.”

While Delaney admits that the move to the world's fastest-growing economy is somewhat belated, the firm believes that the time is now right “to take advantage of the sophistication of China's young, optimistic and media-savvy ‘sunshine generation.' “

Multi-award winning Leagas Delaney also has operations in Rome, Hamburg, Milan and Prague.

Data sourced from Brand Republic; additional content by WARC staff