UK ad shop Leagas Delaney opens in Shanghai

The focus of the operation will be on digital, according to a statement from the agency. Two clients are currently signed up, although their identities have not yet been revealed. Existing clients Intercontinental Hotels, Timberland and Skoda have also reportedly expressed interest in working with Leagas Delaney in Shanghai.

The agency will be headed by managing partner Jacob Johansen (pictured). Johansen was previously managing director of DMG in China.

The statement noted that the operation would look to “take advantage of the sophistication of China’s young, optimistic and media-savvy ‘sunshine generation’”.

Leagas Delaney’s group chief executive, Margaret Johnson, added that it was “no longer possible to offer our international clients what they need without an office in China”.

Chairman Tim Delaney admitted that the agency was arriving late to the table, but said it would take a different approach to that of competitors.

“Most other agencies are adapting international campaigns for China,” he claimed. “We don’t want to do that. We want to employ our disciplines to offer China-centric strategic and creative across all platforms. Plainly we are not going to be the biggest but we can try to be the best.”

The company also has a presence in Paris, Hamburg and Milan.