BEIJING -- Japan's Dentsu has signed an agreement with the State Education Commission of China and six Chinese universities to mount an advertising education programme in celebration of the world's biggest agency's 95th anniversary. According to the agreement, the Japanese agency will invest more than $6m in the programme, which will involve tuition from front line Dentsu personnel, as well as a Study Abroad Program that will give one or two teachers of advertising from each of the universities the chance to spend a year with the agency in Japan.
Dentsu says the project is intended "not only to promote cultural and economic exchange between the two countries, but to deepen mutual understanding and friendship at grass roots level as well." The move is in line with the agency's stated ambition to extend its influence via education.
China has put in place advertising courses at more than 10 universities and colleges since 1984, which have trained nearly 1,000 advertising graduates.