China looks back at 40 years of brand building

In commemoration of 40 years of reform in China, the China Association of National Advertisers (CANA) held its annual conference in Beijing.

The event recognised the contribution of Chinese advertisers to the country’s economic development in the last four decades. It gathered more than 200 industry leaders from big Chinese and international brands and media owners, as well as high officials from universities, research institutes and the Chinese government.

On this occasion, CANA announced the launch of three new working groups on brand building, training and education and big data, strengthening CANA’s position as a platform for brand building and value creation within China’s advertising industry.



CANA also announced the publication of the “Blue Book of Chinese Advertisers” which details the growth of Chinese brands from 1978-2018 in terms of brand building and innovation. Several Chinese and global advertisers from different sectors were recognised with awards for their innovation and outstanding contribution to the industry and the economy during the event. The awardees include Alibaba, China Railway, China Telecom, Haier Group, Huawei ICBC and Procter & Gamble China, among others.

“The Chinese advertising market is the second largest ad market in the world and it continues to see very strong growth. We are also increasingly seeing Chinese companies entering the ranking of the world’s most valuable brands. We would like to congratulate CANA on the successful organisation of the China Advertisers Conference and we wish for an ever stronger, closer and richer collaboration between WFA and its members, CANA and Chinese companies in the future,” said WFA CEO Stephan Loerke on the occasion.

For more information, please contact CANA.