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Aegis targets rich Chinese with luxury agency launch

Aegis Media has launched a specialist luxury media agency in China.

Called Clarity, the unit will be run by Howard Smith, the former integrated business director at Isobar in Singapore, as MD.

The agency says that it will offer premium and luxury brands ways to target China’s emerging wealthy classes. An early move is to run a large single source survey of affluent consumers in China.

KF Lee, CEO of Aegis Media Greater China, said: “Clarity’s launch demonstrates our strong confidence in China’s high-end consumption market and I believe, led by Howard Smith, Clarity can best help our clients win by offering a dedicated luxury media communication service.”

Smith added: “The launch of Clarity is an exciting step for the market and timely given that the Chinese affluent classes have adopted a nonlinear approach to purchase decisions, which can start from any media touch point and require multiple validations.”

“Clarity is organized around this cohort and therefore possesses the most granular understanding of how to drive brand preference and customer loyalty in this enormous and increasingly ubiquitous premium and luxury market,” he said.

 

 

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