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McCann Makes Inroads in China

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NEW YORK McCann Erickson has entered into an alliance with Beijing Jiaotong University to expand its dialogue with marketing professionals in China, the agency said.

The network's office in Guangming held a signing ceremony this week between McCann Worldgroup CEO John Dooner and Beijing Jiaotong University president Tan Zhenhui.

Dooner said the purpose of the alliance was to foster communications between McCann and the Chinese marketing industry by sharing best practices and case studies at the university.

The agency will play host to a series of speakers from around the world at McCann Erickson Guangming to discuss marketing issues. The agreement also gives McCann the opportunity to provide internships and employment positions to the university's students.

"Through the McCann Erickson Guangming Marketing Communications Program, we will help students develop the skills, knowledge and perspective necessary for effective global marketing," Dooner said at the ceremony. "These students will help define the direction of the industry in China and further expand China's influence in the worldwide market."

In a statement, Tan Zhenhui cited the need to educate the university's students and workforce on product development as China becomes a greater force in global commerce.

Dooner said corporate social responsibility would be emphasized in course offerings and discussions. McCann opened its Guangming office 15 years ago.

McCann's multinational clients in China include General Motors, Johnson & Johnson, L'Oreal, Microsoft, Unilever, Intel, MasterCard and Nestle. Its other offices in China are located in Beijing, Shanghai and Guangzhou.

The agreement between the Interpublic Group shop and the university is the most recent between a marketing communications concern and a Chinese institution. In June, CITIC Guoan, an organization in China with ties to the government and business community, split with WPP Group's Grey Worldwide after 14 years and formed a joint venture with Omnicom Group.