China to U.S. agencies: You're fired!

03/17/2006 | Wall Street Journal, The

Despite a booming advertising market in China, global agencies are finding that Chinese companies, which lack experience in nurturing agency-client relationships, are quick to discharge agencies when new campaigns don't immediately translate into sales, or to hold account reviews simply to motivate the incumbent agency to work harder. TBWA managing director Gavin Heron said, "The pace of the market, the turnover of staff and the unpredictability -- it's not a place for the faint-hearted."

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