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Western Brands To Woo Chinese In Olympics Ads

  • Reuters, Monday, July 21, 2008 10:45 AM
Global corporations will be rooting for China at this summer's Olympics. McDonald's is running a "Cheer for China" television spot, and Nike features Chinese athletes besting foreign competitors in its ad. They are part of a massive advertising blitz by Western brands to win over Chinese consumers.

China, the world's second-largest advertising market after the U.S., is a dream for international consumer products companies. "For most, China is the growth market for the next 10 years," says Jonathan Chajet, Interbrand director.

"You've never seen the Olympics in a market that has such domestic, commercial scale," says Michael Wood, Leo Burnett executive. In comparison, "when the Olympics were in Los Angeles and Atlanta, the U.S. market was already fully developed," he says.

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