Burnett, which officially picks up the business after Chinese New Year, is due to launch its first campaign for Siemens within the next two months.
The account has been assigned to Leo Burnett's group brand director, Gordon Zhang.
Burnett has been tasked with developing integrated above- and below-the-line campaigns, incorporating TV, print, out-of-home, retail communications and direct marketing, in order to broaden Siemens' appeal.
One key target are consumers now looking for an upgrade, having chosen their first home appliances mainly on the basis of price during the 1990s.
"We want to bring the brand to those who thought Siemens was too far away from them," said managing director of Burnett's Shanghai office, Donald Chan.
Siemens is preparing a two-pronged assault on the Chinese market this year, adding cookers and water heaters to its product line-up and expanding its range to encompass a larger cross-section of consumers.