Advertising and communications giant WPP is buying entertainment marketing agency Filmworks China whose clients include Electronics Arts, DreamWorks and TCL Television. Founded in 2010, the Beijing-based company markets entertainment media properties, licenses merchandise and handles product placement and celebrity endorsements. It has placed Chinese brands in Hollywood properties including Transformers: Dark Of The Moon and The Big Bang Theory. In 2012, it had revenues of about $2M. WPP, which has been actively expanding in China, says the country is its 3rd largest market with $1.3B in revenues. WPP is making the purchase, for which financial terms were not disclosed, via its global media investment management arm, GroupM. The deal is subject to regulatory approval.
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