China Mobile eyes new consumer niches

This is the first time Fujian mobile has worked with a 4As media agency, having previously handled media planning and buying in-house together with a local agency.

“Fujian Mobile was looking for an agency which had strong planning skills, as it is looking to consolidate the planning for all the China Mobile sub-brands in Fujian province,” said Ann Chan, general manager of Starcom Guangzhou. Fujian Mobile is the market leader in its home province, but staving off competition from rival China Telecom is not the brand’s main challenge.

“Instead, Fujian Mobile is looking for new ideas, especially on how to penetrate new market segments,” Chan noted.

“With a client like Fujian Mobile, which has done everything pretty much by itself, it was important for us to show it exactly where we would add value.”

Starcom plans to do this by offering an integrated media plan, which will not be limited to traditional mass media such as TV, print and out-of- home media.

Starcom will start working on the account in September. While Chan could not comment on the exact size of the account, it is believed to be worth at least US$14.5 million in billings.

Meanwhile, Eric Nygard has left Starcom after a stint of just under 18 months as general manager of the agency's Shanghai office.

Replacing Nygard is Starcom Beijing head Angela Ng, who will for the time being continue to oversee the operation in the capital, in addition to her role in Shanghai.

Paul Maher (pictured), Starcom’s chief executive for North Asia, said: “We decided Eric’s skills were more in the creative agency space, and that’s where he felt his future lay.”

And in Beijing, Maisie Hu has been promoted to the position of deputy general manager, while Robert Sue has been appointed group business director.