Teaming up with a giant is the way to go

China is the standout market as digital technology reshapes all aspects of brand communication

Despite the continued downturn in the Chinese economy, there appears no let-up in the Chinese public's insatiable appetite for branded products and services. Such an appetite appears to stretch right across the product spectrum.

But where there has been remarkable change in Chinese consumer behavior, and where the economic downturn is matched by a decisive upturn, is the crucial brand building area of media consumption.