Agencies believed to be involved are McCann Erickson, Ogilvy & Mather and Grey Worldwide, although none of the agencies contacted by Media responded to requests for comment by press time. The brief is believed to revolve around developing a brand creative strategy for Paktel.
China Mobile, which acquired Paktel from Millicom for US$254 million in January of this year - which saw it take a stake of close to 89 per cent in the mobile telco company - is believed to be unhappy with a recent drop in subscriptions despite the category’s increasing penetration, according to sources.
Sources familiar with the planned review indicated China Mobile was not allocating a huge amount of resources to the drive, instead treating it as a test case to future communications strategies in markets other than China.
“It’s really a test case, as it wants to see what global communications experts will start recommending and what strategies they’ll use,” said one source.
“What China Mobile is really looking for is a roadmap which will get it out of its own place and into the world.”
Media understands existing domestic arrangements will not be affected by the review.
