China does it quite well through Confucius Institutes, demonstrating the government is now realizing the need to do some work in dealing with the issues, which is beneficial for both the country and its businesses, he added.

Although China's mass advertising has long been criticized as lacking in creativity, Dumont said Chinese creativity is gradually becoming more and more recognized.

"If you take a historical perspective, China was the leading innovator for centuries. We're coming back to that situation."

Omnicom is making a contribution to the cause. One of its agencies, DDB, was in cooperation with the Ministry of Commerce in a TV commercial in November 2009. "Made in China, Made with the World" was one of the first successful examples of the Chinese government trying to deal with Western audiences.

Omnicom also demonstrated its long-time support for China by hosting a panel discussion at the first "China Day" event held at the Cannes Film Festival.

"The support of the group and its agencies at this year's festival reflects our long-term commitment to China," said Dumont.