Chief executive of French advertising agency Havas has said the group is seeing strong demand in China, even though it was one of the last of its advertising peers to invest in the country.
CEO Yannick Bollore said that while the size of its business in China was smaller than its U.S. operations, it was gaining market share in the region and had decided to organize itself different to its rivals.
"I believe what we have done in China was to assess that we were a challenger and we decided to be different," Bollore told CNBC on Friday.
"We decided to be more integrated, innovative, not to be organised as our rivals that have arrived earlier. At the beginning it was complicated, but since a couple of years we can see Havas gaining market share," he explained.