Huawei selects UM to launch in the Philippines

UM is now in charge of the firm’s media planning, buying and strategy.

The company, which called a pitch in November, had shortlisted UM and Starcom, according to a source close to the pitch. A spokesperson for Starcom confirmed the agency’s participation in the pitch. Huawei did not respond to a request for comment in time for publication.

To increase market share, first time advertiser Huawei is keen to tap social media and invest in the mobile sector.

Earlier this year, the telecommunications-equipment maker picked Isobar to create and execute several digital and social-media campaigns for its global consumer events and product launches throughout 2014.

Isobar has already delivered the first campaign at the Consumer Electronic Show (CES) in Las Vegas in January, launching the company’s Ascend Mate2 4G mobile phone.