DDB helps polish “Made in China”

China - It could be one of the most challenging tasks in advertising, turning around perceptions about the "Made in China" brand, but DDB Guoan has won the pitch to do just that.

The agency has announced it will partner with China's Ministry of Commerce to launch a Made in China campaign to change perceptions in the West about products made in China.

Made in China brand has taken a battering in the past year, with the global Mattel scandal just one of many, many examples.

DDB said the campaign will emphasise aspects of quality and safety of Chinese made products. The agency was chosen by China's Ministry of Commerce from a list of five agencies to help with the campaign.

Edward Zhang, board director & vice president at DDB Guoan in Beijing, is heading up the account.

"We're very excited to work on this high profile campaign," Zhang said in a statement.

He could not be reached for further comment at press time.