Jenny Chan 陳詠欣
Nov 28, 2013

DMG Media grabs TCL business from Charm Advertising

BEIJING - DMG Media beat out strong competition to win a pitch for TCL's entertainment marketing business from incumbent agency Charm Advertising, also the client's CCTV-related media buyer.

TCL promoted its flat panel TVs with the film Iron Man 3
TCL promoted its flat panel TVs with the film Iron Man 3

DMG’s “unmatched entertainment marketing capability, great vision, innovative creativity, global insight, rich resources and outstanding originality" were key factors in the win, according to Qichun Liang (梁启春), assistant president cum branding GM of TCL.

Over the course of 2014, DMG will provide the consumer-electronics manufacturer with strategies in media buying, entertainment project planning and execution in China for both TV and movies.

TCL sees 2014 as a critical year for a strategic brand rejuvenation. To achieve its goal, the company began experimenting with various forms of entertainment marketing in 2013, including purchasing the naming rights of Hollywood’s famed Chinese Theatre and sponsoring the DMG co-produced blockbuster movie Iron Man 3.

"Entertainment marketing has become increasingly important to our development of brand strategy,” said Liang, whose aim is to leverage cultural-creative industries to improve TCL's brand recognition and exposure.

Charm Advertising won the overall television media business for TCL in the first quarter of 2012, but its contract will not be renewed at the end of this year.

“TV media is not what it used to be," said Dan Mintz, CEO of DMG. "It is now a new landscape that integrates TV, internet and OOH interactive LED screens. Brands like TCL, which stands for 'The Creative Life', need to come up with media strategies that focus more on integration.”

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