Burnett reels in dollars 2m broadband account in China

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

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