Burnett scooped the business from incumbent Lowe. CCB is believed to be looking at focusing customer marketing on current account-holders before deve-loping an above-the-line campaign targeting new customers. The bank, which recently became the first of the Big Four to list its shares in an IPO, has over 14,000 branches in China.
Analysts regard the extensive networks and customer bases of China's four biggest banks as key assets buffering them from increased competition, but their brands and marketing are viewed as under-developed compared with foreign players and smaller local operations.
Burnett wins CCB ahead of market opening to MNCs
China Construction Bank (CCB), one of the 'Big Four' state-owned banks representing virtually all of China's consumer bank business, has appointed Leo Burnett just over a year before the sector is fully opened to foreign competition.
