It’s believed several other agencies were involved in the procurement-led review before the list was whittled down to two respectively.
Alannah Goss, vice-president, corporate communications Asia-Pacific confirmed Walt Disney was speaking to several creative, media and marketing services agencies, but declined to elaborate.
A source involved in the review told Media that Walt Disney is seeking to grow its presence on the mainland after launching a Shanghai operation, and noted that the two-year contract would involve a thematic branding component along with merchandising.
The review comes as Disney China unveils a new-look WAP site which seeks to connect consumes with its different entertainment platforms, from mobile game downloads to information on Disney films and live shows on the mainland. Some of the content already launched includes Mickey Majiang and Mickey’s Great Wall Adventure on the China Mobile network along with The Magic Gourd.
According to Norbert Chang, vice-president and general manager, mobile, Walt Disney Internet Group China, the new WAP portal will provide consumers with more advanced content.
“Our motto is ‘Made in China, Made for China’, so we’re not just taking content from around the world and putting it in the Chinese market,” he said.
“We have a large fan base in China, and allowing them to meet together to talk about their favourite stories and characters and mobile content is a great way to grow the brand,” he added.
Chang noted that the new WAP service is being handled in two phases, with the first offering increased content, and the second focussing on a community aspect. The decision to launch the new portal comes as several players begin gearing up for additional 3G licences, which are expected to come into play later this year. In 2006, there were 25 million 3G users in China.
Meanwhile in Hong Kong, Disney is promoting its new line of real-life wedding dresses inspired by its most famous properties.
Additional reporting by Benjamin Li
