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More investment in digital media
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Carat, a media communications agency under Dentsu Aegis Network, said it is to increase its media expenditure in digital media to 90 percent by 2020 in a bid to adapt to the fast changing market landscape, Carat's global president Will Swayne said in an interview.
Swayne said that the company expects to beef up data and analytical capabilities by acquiring specialty agencies in the market to make sure it stays ahead of other players.
"The emphasis on data and analytics capability is a trend we see more and more around the globe and probably in China as well," he added.
"We will continue to acquire specialist agencies in the market to make sure we maintain the competitive advantage as we continue to make huge investment in data and research each year," he said.
Last month, Dentsu Aegis Network said it completed the acquisition Darwin Marketing, a local digital marketing agency its operations, which would be integrated with the network's digital performance agency iProspect.
Last year in China, a total of US$480 million worth of Carat’s billing were digital expenditure, accounting for 40 percent of its overall billing.
The company estimate China's overall advertising expenditure to grow 5.8 percent this year to reach US $81.5billion with digital advertising spending growing at an annual rate 26.4 percent in 2016.
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