The Maximize/Batey bid beat out incumbent FCB/Initiative Media, as well as DDB/OMD.
The win makes HiNet Maximize Taiwan's largest account, ahead of Diageo, with planning and buying to be headed by associate director Maggie Tang.
HiNet is Taiwan's leading ISP, which also provides e-commerce, hosting and online entertainment services. The creative campaign will focus on HiNet as the 'must-have' tool for cool consumers who don't want to risk being out of the loop. Around 50 percent of the adspend has been earmarked for TV, with around 20 per cent going each to newspapers and web advertising.
Maximize general manager Winnie Juang said she expected the spend to be split 60:40 between consumer and corporate marketing.