The World: Beijing - Chinese govt launches ads to reassure consumers

The Chinese government is about to launch an international advertising campaign in an effort to reassure consumers of the quality of Chinese-made goods.

The campaign, which is said to have been in production since last year, aims to encourage consumers to take a broader view of China, rather than simply seeing it as a low-cost market.

A number of Omnicom agencies are thought to be involved in working on the creative, with DDB leading the account.

The work is due to launch at the beginning of September and will feature predominantly on major international channels such as CNN.