If we ask, ‘what is media’, the first options that come to mind would typically be television, outdoor advertising or ‘the Internet…’   These are true but they are also just a fraction of what is ‘media’ today.  In China today, the media that consumers are spending their time with are led by mobile,  with apps covering everything from platforms that empower social interactions, apps for fashion bloggers, game vlogger or foodies.  Digital has empowered China’s consumers to create and influence their peers.  People are now their own media too.  How we use ‘media’ to build awareness and engagement has never been more interesting, or as complex.  So with this redefined context in mind we’ve set out to explore what ‘media’ means for consumers and brands.  The rules of the game have changed.  We are in the era of reversed influence.  Here’s how to play to win.

Established in 1966 as the world's first media agency, Carat is part of Dentsu Aegis Network, the global communications network innovating the way brands are built.Consistently at the top of RECMA's global qualitative evaluation ranking, Carat serves clients in 150 countries via a network of more than 10,000 talented staff.