| Abstract | In an effort to get a foothold in China, the Lowe Group, one of the world's leading advertising agencies, formed a partnership with Hong Kong agency Live Communications in July. For the Lowe Group, founded in 1981 and now the 14th largest worldwide agency network, this is their first entry into Asia and the partnership is a direct move to tap into the opportunities in China. To that end, the partnership - now know as Lowe & Partners/Live - initially plans to set up offices in southern China and Beijing. This article introduces the two companies and explains why they chose each other to the partnership. |
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