Ogilvy enters into a strategic partnership with China's Jiangsu Gov

The Jiangsu Province Development and Reform Commission and the Jiangsu Provincial Administration for Industry & Commerce has announced the signing of a Memorandum of Understanding (MoU) on Strategic Partnership with Ogilvy & Mather, one of the largest marketing communications companies in the world. 

 

The agreement marks a notable turning point in the economic advancement and globalization of eastern China’s Jiangsu Province, one of the country’s wealthiest areas, because it is the first MoU of its kind that the Jiangsu Government has signed with a global communications group. This signals the Government’s intent to prioritize the internationalization of its cities, companies and talent in its development strategy. 

 

In 2011, and for the third consecutive year, Jiangsu reported the second highest GDP of all Chinese provinces, with 11 percent growth year on year. Jiangsu now ranks 18th in the world in terms of total economic output. 

 

O&M has a long history of cooperation with the Jiangsu Government and key companies in the region which helped the agency to secure this Strategic Partnership which will focus on four key areas, including: 

 

1. Location branding. O&M will implement international branding strategies that will attract foreign investment and tourism to Jiangsu Province, and enhance its global profile and influence. 

 

2. China outbound. O&M will support the growing need for communications and branding services by Jiangsu-based companies and public sector institutions as they move into international markets through market entry, mergers and acquisitions.  

 

3. Education and talent development. O&M will strengthen cooperation among universities, cities and companies in Jiangsu Province to nurture creative talent in the region. 

 

4. Industry standards. O&M’s vast international network will help raise standards in the advertising, public relations, digital media and creative industries in Jiangsu province. 

 

Miles Young, O&M Global Chairman and CEO, said, “Today’s MoU signing and launch of the Nanjing University-Ogilvy Institute of Creativity are a clear reflection of the Jiangsu Government’s commitment to building and nurturing the creative industries in this region of China. These defining actions will enable the critical shift from ‘made in Jiangsu’ to ‘created in Jiangsu,’ from making products bearing other people’s brand names to creating Jiangsu’s own brands. And this is key to driving the economic development and globalization of Jiangsu Province. I am thrilled that Ogilvy is part of this historic transformation.” 

 

Following the MoU signing, this afternoon O&M’s Young participated in the opening ceremony of the first program to result from the Strategic Partnership – the launch of the Nanjing University-Ogilvy Institute of Creativity, a new department in Nanjing University’s School of Journalism and Communication. The institute was established to improve Nanjing University’s curricula, promote academic exchange between Chinese and international students, cultivate talent and increase internship opportunities. O&M and Nanjing University will also work together to improve research capabilities in the advertising and creative industries in Jiangsu province and the Yangtze River Delta region.