Advertisers in China are turning to digital to avoid soaring media inflation and government restrictions on ad time, but the trend is producing an unexpected benefit for consumers: better, and often, funnier ads.
"Thanks to [the] online space, clients are more willing to experiment. They are becoming more daring and more open online," said JWT's executive creative director-Northeast Asia, Lo Sheung Yan, on "Thoughtful China," an online marketing-affairs talk show produced in Shanghai.
Mr. Lo appeared on the show alongside two other award-winning Chinese creative directors, Leagas Delaney's Kevin Lee and Saatchi & Saatchi's Fan Ng, to share their favorite recent ads produced in China and to discuss trends influencing China's ad market today, including online media, greater use of humor and the government's increasingly heavy hand in China's media industry.