How a Chinese Pump Maker Built a Hot Digital Agency Network
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China’s Leo Group is a manufacturer of pumps for water systems, farm irrigation and power stations. Seeing a new opportunity, it has spent $602 million acquiring some of China’s hottest local digital agencies. If that’s surprising, recall that the world’s biggest agency giant started out as Wire and Plastic Products, a manufacturer of wire baskets, before Martin Sorrell transformed it into WPP.
The agencies in the new Leo Digital Network had been courted by global holding companies for their local expertise in a crucial market, but when Leo came calling they seized a chance to build something themselves — a Chinese network with digital marketing services from media to creative to e-commerce to mobile to the smart TV sector.
The network has 700 employees and a client list including international heavy-hitters and local startups. Leo’s digital strategy and creative agency Amber Communications has Coca-Cola Co. as a longstanding client; social agency Arkr Group works for PepsiCo.
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