Eastern Telecom signs on JWT a year after pitch

TAIPEI: A full year after the pitch, J. Walter Thompson has snagged one of Taiwan's most sought-after accounts, Eastern Broadband Telecom. JWT was one of four agencies in the April 2000 pitch, which also included McCann, Ogilvy & Mather and Bates. T. J. Wang, client service director of JWT Taiwan, said: "Back then, they chose McCann. Now they have decided to use JWT as the second agency." Explaining the delay in JWT's appointment, T. K. Huang, marketing communications director of Eastern Broadband Telecom, linked this to the many products the company will be launching. He said JWT has been appointed on a project basis and will begin with IDD services. McCann's contract is expected to run until July 31. The agency will retain existing leased line data services and image advertising. Eastern Broadband is one of four Taiwan companies to receive a licence as a fixed line operator since last March. The others are Chunghua Telecom, Taiwan Fixed Network and NCIC, now renamed Sparc. The four have been licensed to provide a voice and data services, except mobile phone services.

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