Where there’s money the contract or customer publishers (as we used to call them) are sure to follow and WPP’s Forward (which describes itself as a “multi-channel content and customer publishing agency”) is opening up in Shanghai, working out of WPP outdoor agency Kinetic’s office.
Forward cites the fortunes of luxury brands such as Chanel, Patek Philippe, Burberry and Gieves & Hawkes as a good reason for its move and says its new office will offer multi-channel content services to companies in China and the wider Asia Pacific region.
Forward CEO Simon Hobbs says: “Integrated marketing and content programmes are in their relative infancy in China. We believe that our multi-channel content offering in our core sectors of luxury and travel, retail and business and automotive will have significant appeal to Western and domestic brands in China and to their consumers too. We believe we have already identified sufficient prospects to be able to win a number of new clients from each of our core business sectors within our first two years of operation.”
The business will be run by business development director (China) Sun Tat Ho who joins from Touchmedia in Shanghai.