BEIJING: Broadmind, WPP's sponsorship consultancy, is relaunching its operations, hiring Cathy Kuang(匡燕平) as its business director.

Kuang, who takes over from Hubert Li, was at Zenith China from 1996 as planning director on Nokia prior to her appointment.

MindShare Beijing managing partner Quinn Taw said the agency had been bolstering its standard practices, procedures and measurement capabilities as part of Broadmind's upcoming relaunch.

Kuang said rising television rates in China had sparked greater interest among MindShare and Maxus clients in product placement opportunities to complement standard spot buys.

"It is getting difficult to find a good show with high ratings but at a low cost," said Kuang. "Clients now realise innovative opportunities like product placements can help them own the programme. And the programme cannot be so easily shut off as viewers can do with advertising spots."

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