The agency has been tasked with formulating a strategy for each of the telecom company's sub-brands - phones operating on either CDMA or GSM systems, the 193 long distance service, and the 165 and IP internet facilities - and fitting them into a master brand plan. D'Arcy South China managing director, Kim Das, described the previous strategy as "ad hoc", but stressed that D'Arcy's recommendations were solutions-driven. "We impressed upon Unicom that it was important for them to stand for something and that it must be built into each product offering so that individual messages build up to that single message the company wants to convey to people."
The assignment also includes creative and some media planning responsibilities.
However, the bulk of the media planning and buying function will remain inhouse with the client. Das added that China Unicom was looking for a multinational agency to prepare it for greater competition following China's membership in the World Trade Organisation. "Whenever we see local Chinese clients these days, the topic that is a common denominator is WTO, Das said.
