WPP's Portland in China launch for outdoor market

by Janis Tse, Media Asia 16-Jan-04

CHINA: The WPP group has set up an outdoor specialist unit aimed at optimising the planning and buying of out-of-home media platform.

The company, called Portland, has opened offices in Shanghai, Beijing and Guangzhou.

Portland will work in association with all WPP media agencies MindShare, Maximize, Motivate and Mediaedge:cia.

Portland China managing director Johnny Lo said: "We negotiate competitive prices in the market (and) make sure that outdoor budgets are optimised regardless of the size of the campaign."

He added that excessive cost inflation in the television medium would help outdoor to continue growing strongly as an alternative advertising solution.

Portland's proprietary computerised management system consists of planning tools such as digital mapping of outdoor sites and their effectiveness, and planning tools include spot plans and purchase ordering, as well as reporting.

Lo is predicting first year billings will come to Rmb300 million (US$36 million), with 55 per cent generated in Beijing, 40 per cent in Shanghai and the remainder in Guangzhou.

Portland launches with a blue chip list of clients - IBM, Tricom, Ford, Unilever and Motorola.