Ogilvy expands reach into lower tier Chinese cities with acquisition of Nanjing Yindu Advertising

Ogilvy & Mather has acquired the Nanjing Yindu advertising agency, the largest full service marketing agency in Jiangsu province.

The acquisition of Nanjing Yindu bolsters Ogilvy’s services and reach in the Yangtze River Delta, a crucial region that encompasses not only Jiangsu province but also Anhui and Zhejiang provinces, the future battlefields for global brands and a hotspot for up-and-coming Chinese brands.

Jiangsu has the second highest GDP of all Chinese provinces and enjoyed 12.6 percent economic growth in 2010.

“To prepare for the inevitable shift of business interests to lower tier Chinese cities, we have already been working with Nanjing Yindu for more than five years to explore opportunities and to strengthen our partnership. We know Yindu very well and are confident that this acquisition will bring tremendous benefits, local insights, knowledge and expertise to global clients that are pursuing expansion in this region of China and to Chinese brands looking to spread their wings,” said TB Song, Chairman of Ogilvy & Mather Greater China.

Since its establishment in 1994, Nanjing Yindu has developed a strong roster of clients which includes dozens of well-known national brands such as Jiangsu Mobile, Heilan Home, Jiangsu Yanghe Brewery, Nanjing Iveco, MoonHare, Simcere, Longliqi and China Construction Bank.

The new agency, to be called Yindu Ogilvy, will house more than 250 professionals who specialize in traditional and digital brand strategies, creative advertising, media planning and event management. Areas of particular expertise include FMCG, pharmaceutical, technology, financial and lifestyle brands.