Lowe is believed to have battled Dentsu and several local agencies for the assignment. Dongfeng is also reviewing its media brief. Dongfeng previously split the business across several agencies, including Lowe and Dentsu, on a project basis.
Lowe China deputy general manager Tiger Fu said Dongfeng spends Rmb 40 million (US$4.9 million) annually to promote its range of trucks. Lowe's immediate task is to market a new heavy truck line, the D310 series, which will serve as a launchpad to reposition the brand. China statistics point to a 0.6 per cent dip in 2005 truck sales, with little improvement in sight.
Dongfeng hands branding to Lowe
State-run Dongfeng Motor Corporation (Dongfeng) has consolidated the creative account for its truck business with Lowe China as the mainland truck market goes into decline.
