Jiangsu Provincial Government signs MoU with Ogilvy & Mather

Ogilvy cited that the partnership came without a pitch but it has had a long term ongoing relationship with Jiangsu through Miles Young, O&M global chairman and CEO. Young has been an economic consultant to the Jiangsu, China Provincial Government, since 2009.

Ogilvy has also had a footing in Jiangsu since it officially acquired Nanjing Yindu Advertising Agency, the largest full service marketing agency in Jiangsu province in December 2011.

This strategic partnership will see O&M focus on four key areas: location branding - to attract foreign investment and tourism to Jiangsu Province; China outbound - helping Jiangsu-based companies and public sector institutions as they move into international markets through market entry, mergers and acquisitions; education and talent development (including the launch of the Nanjing University-Ogilvy Institute of Creativity); and raising standard of advertising, PR, media and creative Industry standards in Jiangsu province.

According to the agency, 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, with Suning, Jiangsu Yanghe Brewery, Heilan Home, Simcere and some of the homegrown brands from Jiangsu province.

Why did Jiangsu Provincial Government need an international agency to boost their branding of the province, even though it has achieved remarkable economic growth in the past several years?

The agency’s spokesperson explained that the hard power of the province is on par with some of the most economically developed areas in the world. “However the soft power side needs to catch up. This is also the next step in their internationalisation process."

Ogilvy’s spokesperson added that at this stage, this is an agreement to officially recognise the strategic partnership, and to commit to working together in several areas in the future. Once future plans are confirmed, the monetary involvement would be agreed on a case by case basis.

Young commented on the partnership, “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.”

Previously, O&M worked with the Chengdu Municipal Government from 2008-2012, and Ogilvy PR provided advisory services and media spokesperson training to the Beijing Organising Committee of the Olympic Games (BOCOG) in 2007-2008.