Selling China's youth

05/31/2005 | Advertising Age (tiered subscription model)

U.S. marketers are eager to learn how to reach the new, young and free-spending Chinese consumer, but reports from a recent Shanghai conference suggest that local knowledge is key. Tom Doctoroff, CEO for China at WPP Group agency JWT, said, "You don't scrub away 5,000 years of Confucian values with a couple of ads for McDonald's and Pepsi."

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