A number of 4As agencies are expected to participate in the pitch, and will reportedly have freedom to compete for all or selected accounts. China Mobile’s corporate brand is currently handled by Grey, while GoTone and M-Zone are serviced by Ogilvy & Mather and Easyown by Lintas.
GoTone is the company’s flagship brand, enabling international calling and roaming; M-Zone is aimed predominantly at the youth and student demographic; and Easyown is a prepaid service offering the same coverage as with GoTone.
The company has recently implemented a broad restructuring initiative to enable the adoption of third-generation (3G) technology via TD-SCDMA handsets in the market. With a consumer base of 415 million, its revenue last year was recorded at around $34 billion.
Further update
