Crowd Amplifies Its Success in China

Crowd are working with a British client, The Institute of Practitioners in Advertising (IPA) to break into the Chinese Gen Z market.

Helping British Client Break into the Chinese Market

The IPA is a professional institute for agencies and individuals working in the UK advertising, media and marketing communications industry. Every year the IPA helps more than 4000 practitioners future-proof their careers through their Continuous Professional Development programme that includes award winning industry qualifications, courses, events and services.

The demand globally to access the qualification resources has increased over the past couple of years, particularly for their award winning IPA Foundation Certificate which is the only qualification that equips Gen Z’s with a fundamental understanding of the industry and their role within it.

The IPA has shown proof of their expertise as a professional institute by being bestowed with Royal Charter status by the late Queen Elizabeth II.

IPA approached Crowd for help to break into the Chinese market with the specific target audience of Chinese Gen Z. They aimed to build up brand reputation to advertise and sell their new Foundation Certificate for students and young adults interested in the advertising industry.

Crowd’s talented team created a bespoke campaign strategy based on the client requirements. They began by adapting aspects of their brand to help resonate and align better with the audience. Following this, their design team created animations for the advertising campaign to post onto Facebook and Instagram. To better break into the market, Crowd also worked with Chinese student unions at different UK universities. Next for the IPA project is to work with Chinese brand ambassadors to help further their reach. They are looking forward to being a part of the Institute of Practitioners in Advertising’s journey to the Chinese market.

Crowd Become The Official Partner Of Tencent

Great news! Crowd just signed off an agreement and have now become official partners with Tencent.

Tencent is a world-leading internet and technology company that develops innovative products and services to improve the quality of life of people around the world.

Tencent has four significant achievements so far:

  • WeChat, which is the most popular social platform for Chinese people around the world, with over 13 billion monthly active users
  • Tencent is the largest video game publisher in the world
  • Tencent Pictures has been involved in lots of Hollywood movies (Dark Fate, Wonder Woman, Top Gun: Maverick etc.)
  • Tencent owns a 10% stake in Universal Music. The record label includes artists such as Lady Gaga, Taylor Swift, Drake

Apart from above, Tencent Cloud is one of three Cloud services in China within the firewall. Its services are focused on international brands who want to break into the Chinese market, making them a perfect partner for Crowd.

This partnership enables Crowd to better understand the Chinese market through solid data, to provide comprehensive services for their clients and to smoothly step into the far eastern market – China.

Crowd Attended Chengdu International Advertising Festival

Chengdu International Advertising Festival (CDIAF) was held on 8th and 9th November 2022 and is one of the biggest advertising festivals in southwestern China. Many tech giant companies joined the festival, including; Alibaba, Australian Tourism Department, Henkel and Schwarzkopf.

Jensen Yan, Managing Director of Crowd’s China office, attended the festival and joined the panel of ‘Why Brands Choose Chengdu to Settle down’ with the Marketing Director CN of Australian Tourism Department, previous Vice President of China Data and Digital Marketing of Unilever and the Director of Man Ji.


First question in the panel: ‘What brings you to Chengdu?’

Chengdu is the capital city of Sichuan Province. When Crowd settled down in China, the first project was promoting Sichuan Province to the world across all social media platforms. Crowd worked with a Chengdu local brand – Jiang Chipao.

Jensen from Crowd stated in the panel:

Chengdu is one of the most diverse cities in China, with 55 ethical minorities. Just like Crowd with such a diverse team across the world.

Second question in the panel: ‘What are the challenges that you face in the Chinese market?’

The Chinese market is the biggest market in the world, it has its own rules and culture. As Crowd is a British company, it takes a while for them to understand the business culture in the Chinese market, and it is essential to have a local Chinese team to help brands better break into the market.

The slogan of CDIAF is ‘From the Eastern China to the Western China’. Chengdu is in the centre of southwestern China, and it became the Tier 1 city in China last year. This is also a signal for brands which have a plan to break into the Chinese market: The Chinese government is pushing the development of western China, especially Chengdu.

So, there will be more opportunities in Chengdu compared to the big cities in eastern coast China, such as Shanghai, Shenzhen, Guangzhou.

About Crowd

Crowd is a global creative agency that specialises in amplifying demand for brands around the world.