Leo Burnett Hong Kong, which had been working with BenQ, has restructured its five-person global brand team, with account director Guy Barke transferred to Burnett Singapore, while others have been moved internally or let go. “We have evolved how we service the client,” said Burnett China CEO Michael Wood.
BenQ will continue to make mobile phones as part of its contract manufacturing operations, but will spin off its branded business under the BenQ name. Asian marketing for BenQ mobile phones will now be driven by local retailers, rather than a central marketing team.
If ratified by shareholders, the BenQ restructuring will take place in September. The decision has sparked considerable surprise, following earlier predictions that it would spin off its OEM and ODM divisions, and retain its branded operations and business.
