NEW YORK (AdAge.com) -- When Rob Belgiovane set out from his Australian agency for the China Ad Festival in Nanning he expected to fly into a small town near the Vietnamese border. Instead, he found himself in a city the size of New York that remains largely unknown to westerners. And the sprawling metropolis was a dramatic example of the wide open market for retailers and agencies that China has become. Ad Age Hong Kong Bureau Chief Normandy Madden was on hand to record Belgiovane's startled impressions of the world's new wild west of advertising.