[Hong Kong] WPP's Ogilvy & Mather
is expanding in mainland China's second-tier ad markets with the acquisition of Fujian Effort Advertising Co. in southeastern China. The agency will now be called Effort Ogilvy. The deal marks one of the first times a multinational network has acquired a local agency in a provincial Chinese city. Fujian Effort was founded in 1995 in Fujian Province, which has the third-highest urban income levels in China. Ogilvy, one of the largest foreign agencies in China, has long been eager to grow its business beyond Beijing, Shanghai and Guangzhou, the country's top three urban markets.