Brief--

DMG is China's largest media and entertainment busines.  It's a a full-service agency specialising in making international brands a success in China. Our brief is to position DMG as the Greater China experts and the bridge into China for international brands based in the UK, Germany and the USA.

Strategy

We positioned founder and chief creative officer, Dan Mintz, as the China expert at a time when international interest in the country is huge. We identified two key messages: the fact that DMG understood the unique cultural challenges of the Chinese market and has the bespoke tools to help international brands that want to be successful in the world’s most populous nation.

Execution

We turned Dan into a credible, articulate spokesman for any Western business looking to travel east. Initially targeting the international marketing press we soon built a credible body of evidence of DMG's business success and China credentials.  We have secured coverage in titles such as Business Week, Wall Street Journal, New York Times, LA Times, The Guardian, Ad Age, Revolution, Brand Strategy, and USA Today, providing informed commentary about the latest business and consumer insight.  Dan's knowledge of the China market, its culture, politics and business has also seen him appear on BBC World and recently DMG was voted one of the World's Leading Independent Agencies by Campaign magazine.

Results

Dan is regularly invited to appear on numerous international conference platforms and DMG’s work now appears in all the right places, putting the agency firmly in the spotlight for the international clients it wants to attract. As well as DMG being voted one of the World's Leading Independent Agencies, Dan Mintz was recently voted one of "China's Power 20" by Media Marketing Global magazine.

Case Study: Arena BLM