Burnett reels in dollars 2m broadband account in China

<p>GUANGZHOU: Leo Burnett Guangzhou has outgunned local rivals to snag </p><p>China Telecom Guangdong Corporation's broadband business, worth about </p><p>USdollars 2 million in billings. </p><p><BR><BR> </p><p>Burnett beat three local agencies, including incumbent Guangdong </p><p>Advertising Corporation, in the March pitch held by China's largest </p><p>telecoms company as it expands into broadband. </p><p><BR><BR> </p><p>Ben Tsang, the agency's Guangzhou managing director, said the brief </p><p>covers creative, media and below-the-line activities as China Telecom </p><p>launches broadband services across the major cities in southern </p><p>China. </p><p><BR><BR> </p><p>Starcom has meanwhile landed the media portion of the business, with </p><p>remuneration set on a commission basis. </p><p><BR><BR> </p><p>Burnett's win represents the second win by a 4As agency on the China </p><p>Telecom account in the past month after Grey Worldwide: Beijing picked </p><p>up the company's national branding assignment, which Tsang said will </p><p>cover campaigns for both trade - aimed at developers of residential and </p><p>commercial properties - and consumers. </p><p><BR><BR> </p><p>Competition will escalate significantly in the broadband sector as seven </p><p>companies have been awarded operating licences. In Guangdong, China </p><p>Telecom's rivals - Netcom and Gaungdong Cable Broadband - have already </p><p>launched broadband services. </p><p><BR><BR> </p>