Made in China Campaign

Today, both LA Times and PR Weekly mentioned that Chinese government has hired western background media companies to burnish the image of Chinese government and Made in China products.

The government hired Hill& Knowlton as its PR firm three months ago and now announced DDB Communications ( of Omnicom Group) for its advertising agency. The tag line of the 30 sec ad, which debuted on CNN, is Made in China is Made with the World. LA Times analyzes that it is the government’s attempt to relieve the intense trade relationship between China and western countries.

I agree that the main objective is to recover from those negative images, such as poisonous toys, or contaminated milk powder scandals, in investors’ minds and invite them back to China. During this global economy recession, many outsourcing manufacture factories in China have closed because of less needs in global market. Also, the ad campaign at the holiday season, is sending the message to bring consumers’ confidence to made in China toys and clothes since some consumers will avoid (quite impossible to completely eliminate ) made in china labels.

Besides the message of the ad, I think it is interesting to see they choose CNN for the commercial debut. For a long time, Chinese government and its media have taunted CNN for fabricated news and manipulated editing, which have constantly dignify the image of Chinese government (even with a website anti-cnn.com ). However, the government now picks up CNN for publicity. It seems the officials finally realize that business relationship is better than hostility with western media. The government has expanded its media outlets, such as XinHua News Agency, CCTV, etc. to reach western audiences, which I think is really useless, just thinking the stereotype ( or the fact) of Chinese mainstream media. And this business relationship serves the purpose better since mainstream media will not say too much bad thing about their big advertisers.

The LA Times article ended with several cynical quotations, doubting the cost and result of the campaign. I just want to recognize it as a positive sign that the government realizes the urgency to address this issue and is trying new approaches. And, I wish it is also a sign that the government develops a liberal view toward western media. Finally, here's a peak of the commercial (I have not found it on YouTube).