After initially considering 17 agencies, it is believed that seven shops were presenting creative and strategy to CNPC at press time, including Ogilvy & Mather, Publicis and Dentsu.
Currently, CNPC works with a range of local agencies on a project basis. The Olympics pitch brief calls for the integration of creative concepts, traditional advertising, brand activation, PR and media buying/planning.
While spend for the assignment is unknown, it is believed that CNPC has assured agencies that fees will not play a defining role in the pitch.
“This is the biggest Chinese company talking to the Chinese people,” said a source involved in the pitch.
“Being the largest state-owned enterprise is very important, because it makes CNPC a de facto representative of the country (at the Olympics).”