New book tells Ogilvy China's story

Thirty years ago when global advertising company Ogilvy entered the Chinese mainland, it was confronted with a huge market — one that was imaginative but highly unpredictable. There were no mature models or plans for Ogilvy to refer to. It had to explore the market itself. Now it has grown to be one of the most successful advertising agencies in China, having created memorable advertisements and slogans for companies in the Chinese market, including China Mobile, KFC, Nescafe and IBM.

In the recently released book In Celebration of Red, Ogilvy China Start-Up, 25 contributors, including Song Zhiming, Zhuang Shufen and Lin Guizhi — who played key roles in Ogilvy China's starting phase — told not only exciting stories but profound behind-the-scenes lessons from the firm's development.