WPP broadens China offering

WPP's media agencies in China have added a creative resource to their online buying and planning capabilities after the holding company announced a formal tie-up with internet advertising firm, HYLZ Ad Corporation.

The deal will open the doors for WPP's media specialists such as MindShare and MEC to offer creative services for what is thought to be the first time.

Quinn Taw, chief strategy officer, GroupM China (pictured), said the development reflects the evolving demands of online marketing in China. "It's what our clients want, a much tighter integration online with creative," he said. "What (HYLZ) brings to the party is the most awarded online agency in China."

The addition of creative to WPP's online media resource could be replicated in other markets depending on how well it works in China, Taw added.

WPP has taken a 49% share in a joint company set up with HYLZ, which will now handle HYLZ's business. The new venture will collaborate on areas handled by GroupM such as media buying and back office functions, while continuing to serve its clients independently to avoid client conflict. The company claims just under 10 per cent of China's online ad market, servicing clients such as Buick and China Mobile.

In a separate move, WPP has also bolstered operations in Hong Kong by buying a 75% stake in public relations and marketing consultancy Beyond Communications through Bates Asia. Beyond counts adidas, Mead Johnson, Sony and Procter & Gamble among its clients.

Beyond will retain its own distinct identity, and will continue to operate under its existing name and management team.