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Forward enters into fast growing Chinese market

Customer publishing agency Forward has launched its first international office in Shanghai.

The WPP-owned agency will open the office this month, working from within KineticChina. A permanent integrated team based in Shanghai will aim to build a strong client base in the area, servicing companies in China and potentially the broader Asia Pacific region.

Former Touchmedia business development director Sun Tat Ho will become the business development director for Forward in China.

The move is designed to tap into the increasing levels of disposable income and desire for luxury goods seen in Chinese consumers. The retail and automotive sectors have also seen significant growth.

“Integrated marketing and content programmes such as those offered by Forward are in their relative infancy in China,” says Forward chief executive Simon Hobbs. “We believe that our multi-channel content offering in our core sectors of luxury and travel, retail, business and automotive will have significant appeal to Western and domestic brands in China and to their consumers too.”
 
Forward was founded 26 years ago and was one of the first publishing agencies established in the UK. It was bought by WPP in 2001.

David Hing, London