With a company name like Bloody Amazing and an online component called LittleRedBook in a China that has not forgotten Mao’s legacy, few would not take notice. However, Bloody Amazing truly delivers as a digital agency built solidly on research and insight, and US-born Rand Han should be considered pretty bloody amazing himself. His use of www.littleredbook.cn to build better understanding of marketing in China (and grow awareness of his agency) is clever. In addition to BA360 (shorthand for Bloody Amazing’s approach), Rand has also started a new agency just this July called ZeroDegrees with partner MailmanChina. He is in the process of working independently with several 4As agencies for the development of Brand China social media communities.