The decision was made after strategy presentations to the top management from Hisense that also involved several undisclosed 4A agencies.
Hisense television is the largest brand in China according to public data from 2010. This marks the first time that the company will partner with an international agency to step up marketing investment and capitalise on opportunities in fast growing segments such as 3D and Web TV.
Jeff Ma, managing director of TBWA Shanghai, said, "Hisense totally buys into TBWA's disruption and planning process. They're keen to build a strategic roadmap to reinforce their market leadership."
"The role of television keeps evolving and young adults spend a lot time on other available screens. When we uncovered the market convention, there's no differentiation from one brand to another and advertising concepts in 2010 looked the same as those in 2005," he added.
"TBWA Shanghai is delighted to have been appointed by Hisense, particularly since it is an affirmation of our strong team and strategy of brand leadership - both for our international as well as domestic clients in China - and beyond," said Ian Thubron, group president of TBWA Group Greater China.