Advertising##Grey Bejing: "China is the World's Best Playground" by Nicole Hess##Until recently, advertising in China was focused on the practical. Now wallets of the China's burgeoning middle-class are thickening and consumer choice is expanding. Enter Michael Wong. Hired to play with the existing language of the Beijing advertising world, he is eliciting a more emotional reaction from consumers with successful ads that are grounded in traditional references. (2004)
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Keywords: Wong, Michael