AdAgeChina

May 21, 2008

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	Bud heats up beer market ahead of Olympics by promoting Genuine Draft's cold lock First ads by DDB China since 2002 Anheuser-Busch hopes to cement its control of China's premium beer market by promoting the "cold lock" technology behind Budweiser Genuine Draft. The campaign, the first Bud creative by DDB in China in six years, comes weeks before the Olympics kick off in Beijing.

	McDonald's Olympic cheering program sets world record Other news in Greater China McDonald's broke a Guinness World Record for the biggest cheering performance; Fila and Puma have hired ad agencies to beef up their presence in China; Bacardi pulls out of TV; and other news in Greater China.

PEOPLE

	Red Spider's Sandy Burns Other news in Greater China Brand consultancy Red Spider appoints Sandy Burns to start its operation in China, Andrew Meaden relocates to Hong Kong as CEO, North Asia, and other appointment news in Greater China.

SPECIAL REPORT

Do suppliers benefit from sponsoring the Olympics?

Nielsen examines three strategies

Olympic suppliers much receive less attention from consumers than major sponsors, particularly those with a global IOC alliance, but still have to spend big bucks for the privilege. So how much does the connection pay off? Nielsen looks at opportunities and challenges for three national level suppliers--Snickers, Arawana cooking oil and English First Language.

FAST FACTS

	120m watch torch relay climb Mt. Everest BEIJING--Over 120 million TV viewers in China witnessed the Olympic flame’s journey to the top of Mt. Everest. The torch reached the top--a height of 8,844 meters, at 9:17 a.m. on May 8. The torch relay's ascent was broadcast by China Central Television (CCTV).Source: CSM Media Research

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Anheuser-Busch promotes Bud Genuine Draft; McDonald's sets world record; Olympic benefits for supplier sponsors; Red Spider's Sandy Burns