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Greater China

Greater China covers the territories of China (officially the People’s Republic of China), Hong Kong (a Special Administrative Region) and Taiwan (officially the Republic of China). The Chinese advertising market has grown significantly over the past two decades, reflecting the country’s rapid economic growth, and China is now the second-largest advertising market behind the US. Investment in digital marketing in China is now higher than investment in TV.

Key Reading

Important papers from across the Warc database

This event report discusses and questions several myths about luxury shoppers in China. These include: that this group of shoppers just wants to accumulate more things, that they like direct mail, and that they enjoy flaunting their wealth.
Best practices and guidance on how celebrity branding influences Chinese consumers.
This article explains how marketers can use sex to grab attention in China, where taboos remain.
Predicted advertising expenditure across 12 key markets, including China, for the next two years.
Asia's leading competition recognising great strategic thinking in marketing.

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