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Advertising Co Ltd, the world's fourth largest advertising agency in terms of revenue, yesterday announced it had bought Always Marketing Services Co Ltd, a field-based marketing company based in Shanghai.

JWT declined to disclose the details of the financial deal.

The US-based firm is one of the largest promotional firms operating in China, working with multinational firms including Unilever and Pepsi.

JWT said it had bought Always to diversify into below-the-line activities, advertising that does not use conventional methods to get its message across.

Such tactics include in-store sampling, promotional events and door-to-door surveys, as opposed to above-the-line marketing that promotes products through the media.

"We realize that mass media advertising is only part of the equation. All clients require synergies between their above-the-line advertising and below-the-line tactics," said Tom Doctoroff, JWT's CEO for China region.

"It is critical to develop a unifying idea, one rooted in consumers' fundamental behaviour and preferences, and extend that idea through different media, right down to the store level.

"We need to do this in a manner that triggers short-term sales while reinforcing a consistent brand image,"

JWT now generates more than 50 per cent of its revenue in China.

The latest announcement came as the New York-based Omnicom Group Inc announced it had bought a majority share in Unisono Fieldmarketing International Limited, also a field-marketing company based in China.