Founder Computer strives to be cool

The agency will concentrate on communications that can turn Founder into a brand attractive to customers in their 20s and 30s.

The pitch is believed to have involved three agencies, including the incumbent, local agency Que Yue, and one major network. The contract is based on one-year retainer fees, with the prospect of further co-operation.

Lenovo is the top Chinese computer brand in China, and Founder Computer is in the second place in product categories such as business computers and desktops. However, it is weaker in the laptop computer market, which is fiercely competitive.

It’s a challenging market for Founder Computer to grow without any compelling proposition, striking new product image and advanced technological innovation to attract the tech-savvy customers who are spoiled for choice and not competing purely on low prices like other Chinese brands, said Josh Li, managing director of WE Marketing Group Beijing.