Shanghai: Aegis Media, the world’s leading media and digital communications group, announces today the launch of Clarity, the first-ever integrated luxury media agency in China. Deriving the name from one of the four Cs of diamond grading, Clarity stands for premium, the quality of being clear.
The qualities that Clarity possesses are flawless, coherent, intelligible and transparent, all imperatives for success in the increasingly competitive premium and luxury market in China. Granular customer insight and engaging communication strategy will power luxury brand growth, driving brand preference and customer retention.
Clarity will be headed by Howard Smith as Managing Director, a marketing communications professional with 18 years solid experience, Howard has worked across several major global brands and has good understanding in providing integrated marketing communications solutions to clients. He forged his career in communications planning in Europe and more recently has been heavily involved in digital marketing development within agencies and technology companies.
Clarity will take the largest single source survey of affluent customers in China CCS Diamond and look at the rising Chinese affluent class, offering premium and luxury brands deep understanding of the values, attitudes and media habits of this rapidly growing and increasingly more sophisticated Chinese customer.
Clarity’s proprietary market research is backed up by an agency talent pool of employees that is exclusively dedicated to working on brands that communicate to affluent consumers. Clarity’s talent pool has extensive experience working with global and Chinese premium and luxury brands, so Clarity’s clients will benefit from this in addition to the cross-category best practice sharing that defines Clarity’s business culture.
KF Lee, CEO of Aegis Media Greater China said: “Clarity’s launch demonstrates our strong confidence in China’s high-end consumption market and I believe, led by Howard Smith, Clarity can best help our clients win by offering a dedicated luxury media communication service.”
Clarity also understands the vastly different needs and motivations of the very differing generations that power China’s rapidly increasing urban affluence. These diverse groups have different experiences of China and possess different values and attitudes towards spending which influence their needs in maintaining a premium and luxury lifestyle.
“The launch of Clarity is an exciting step for the market and timely given that the Chinese affluent classes have adopted a nonlinear approach to purchase decisions, which can start from any media touch point and require multiple validations. Clarity is organized around this cohort and therefore possesses the most granular understanding of how to drive brand preference and customer loyalty in this enormous and increasingly ubiquitous premium and luxury market. I look forward to working closely with luxury clients in China and beyond to drive their businesses forward.” said Howard Smith.
As an Aegis Media brand, Clarity will share the integrated resources of Aegis Media while leveraging its own knowledge and expertise to serve its clients, ensuring the seamless synergy of an integrated luxury practice.