| Abstract | Leo Burnett claims to be the biggest buyer of outdoor in China, with clients including McDonald's, United biscuits, Glaxo, FOV cognac and Philip Morris. It has a devilishly clever software programme called Max-Plus, which it took on board in early 1994 with a view to improving the company's efficiency and productivity when it comes to outdoor advertising. Besides that, just to stay one step ahead in China, Burnett has also established its specialist OA division four years ago when the powers that be realised that outdoor was going to become increasingly important as a medium. |
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