(6 votes, average: 4.33 out of 5)
Loading ...Talk about a game changer…. Just when those of us working in Marketing were thinking 2009 could be a slow year I read on Brand Republic that China’s Government will spend Rmb 45 billion (US$6.6 billion) on an aggressive expansion of its main media organizations in an attempt to improve the country’s global image.
The three key media players, Central China Television, Xinhua News Agency and the People’s Daily - could each receive up to Rmb 15 billion if they come up with ‘worthwhile projects’ to enhance their global influence, according to press reports in Hong Kong. Even the smaller operator China News Service could receive Rmb 2 billion.
Now that would inject significant cash into the marketing eco-system and lead to a whole range of new initiatives and campaigns for Agencies to work with. I am guessing now that many Agencies are wondering how to get a peice of this unexpected pot of revenue and are digging deep into their Government business card decks.
I think that it is too early to know exactly where this money will go and how it will be spend. I for one am looking to see a good percentage of this to flow into digital. An increasingly attractive chanel given the measureability and auditability of the advertising content.
So Year of the OX could see a ‘Bull Run” in 2009….
