Broadband firm shifts business to Saatchi China

<p>BEIJING: Saatchi & Saatchi has snatched the US$7.4 million </p><p>China Netcom national agency or record business from Ogilvy & Mather, </p><p>which launched the broadband brand about a year ago in the mainland. </p><p><BR><BR> </p><p>The review focused on strategic and creative recommendations aimed at </p><p>moving China Netcom to the next stage. </p><p><BR><BR> </p><p>Saatchi Beijing general manager, Charles Sampson, said: "China Netcom </p><p>has around 20 different products and it was looking to create cohesion </p><p>among them so that it works seamlessly under the China Netcom brand. </p><p><BR><BR> </p><p>"China Netcom liked the vision we gave the brand. It particularly liked </p><p>the strategic and creative execution we recommended to move the campaign </p><p>forward." </p><p><BR><BR> </p><p>The account shift to Saatchi comes as the broadband operator, whose main </p><p>competitor is China Telecom, appears to be preparing to move into the </p><p>fixed line and mobile businesses as the mainland further liberalises the </p><p>telecommunications industry. </p><p><BR><BR> </p><p>Zenith, meanwhile, won the media side of the business from </p><p>MindShare. </p><p><BR><BR> </p><p>Sampson added that the pitch was handled in two stages - creative and </p><p>media - but stressed that the two agencies worked closely with each </p><p>other to win the assignment. </p><p><BR><BR> </p>