The former state monopoly's fixed line and data services business has been held by BBDO since 2004 and its below-the-line sister agency Proximity, which was named Chunghwa's first integrated agency of record in May last year. Asatsu manages the brand's mobile services brief, according to one source.
Chunghwa, believed to be one of the island's biggest advertisers, is expected to meet with pitching agencies next month. "This will probably be the largest piece of business up for pitch this year," said one source. "You can expect every 4As agency without a conflict to go after it."
The pitch comes as the company eyes Southeast Asian markets to grow its revenue base as it faces a nearly-saturated telecom domestic market. The telecom firm, which controls around two-fifths of the domestic sector, recently posted a first-quarter net profit of $10 billion, down 14 per cent from a year earlier.
Rival players in the market include FarEastone Telecommunications, Taiwan Mobile, and new wireless 3G start-up, Vibo Telecom, handled by Saatchi & Saatchi Taiwan.
