Burnett looks to build in China By Suzanne Mia

Hong Kong--After taking its time to study the region, Leo Burnett has made the development of China "the highest priority of any new market in the world," said Vince

“We’re determined to establish a Leo Burnett operation with the same high operating standards we set throughout all our 54-office international network,” Swift said.
In addition to its office in Guangzhou, Burnett has signed a letter of intent to form a joint venture in Shanghai. Currently, Burnett is working on investment approval and application for a license, and plans to have the joint venture up and running by mid-’93. Burnett has appointed Lau Chi, who recently retired after 15 years as director of Guangdong Televison and vice director of the Guangdong Broadcast Bureau and still serves on the Guangdong People’s Political Consultative Committee, as executive consultant for the People’s Republic of China, based here.
Swift said the new office in Shanghai will have 35 people by the end of the year, and will represent “a major step forward in consolidating our service capability in China.”
Burnett’s Guangzhou representative office was opened last August, and the company is looking for more space and personnel. It expects to have 30 people in that office by the end of this year. For the second consecutive year, agency has conducted university recruitment to “identify the Chinese advertising professionals for the future,” Swift said.
“We believe we are building a solid base in China. Our emphasis is to develop local talent and use their insights of the market to come up with the most effective integrated marketing programs for our clients’ PRC operations,” he said.
Copyright Adweek L.P. (1993)