Ogilvy China form joint venture with Apex

Ogilvy & Mather China has announced a new joint venture with Chengdu-based Apex Communications to form Apex Ogilvy.

The joint venture, which gives Ogilvy a majority share in the Chinese agency, combines the strengths of both agencies to create what they say is “the most international of local firms, and the most localized of international firms in the fast-growing and dynamic western region”.

Established in 1993 and acquired by WPP in 2006, Apex Communications has developed leading capabilities in brand consulting, location branding, digital and advertising. The largest agency in the region, Apex has worked with clients such as the Chengdu Municipal Government, Sichuan Toyota, Chinese spirits brand Guojiao 1573, Chengdu OCT Real Estate and the hugely popular Mengniu Yogurt Super Girl Contest, the mainland Chinese version of Pop Idol.

The cooperation will see the two agencies combining resources, knowledge and know-how to further strengthen Apex’s key business offerings and push the agency to the next level of growth. Meanwhile Ogilvy is able to further extend its network into China’s second tier cities and gains a wealth of knowledge and insight into consumer and business cultures in Sichuan province. The JV also expands Ogilvy & Mather’s presence in Greater China to more than 15 agencies in 17 cities.

At the new Apex Ogilvy, existing Apex Chairman and General Manager Jianxiu Fan (pictured right) will continue to serve in the top role, reporting to TB Song (pictured left), Chairman of Ogilvy & Mather Greater China.