Grey scoops China Telecoms' brief

<p>BEIJING: Grey Worldwide: Beijing has scooped up a six-month deal to </p><p>modernise the image of China's dominant telecoms provider, China </p><p>Telecoms as it looks towards an initial public offering. </p><p><BR><BR> </p><p>Grey Beijing general manager Josh Li said the former government ministry </p><p>is grappling with a two-fold challenge - to "contemporarise" its image </p><p>and become a more competition-driven enterprise as China restructures </p><p>its telecoms business by setting up new players. </p><p><BR><BR> </p><p>Grey beat a host of multinational and local agencies during a six-month </p><p>pitch and presentation process. It will provide strategic planning, </p><p>creative development and production, campaign planning and execution for </p><p>the company's brand communications. The brief is expected to cover a </p><p>domestic as well as an international campaign. </p><p><BR><BR> </p><p>Li said the objective is to humanise China Telecoms and build an </p><p>emotional bond with consumers. The appointment marks the first time that </p><p>the company is using a 4A's agency, having previously worked with </p><p>various local shops on a project basis. </p><p><BR><BR> </p><p>Market observers, however say that China Telecoms' media buying function </p><p>is still chaotic. The Beijing head office is responsible for strategy, </p><p>creation of the campaign and TVC production, but its local offices </p><p>control budgets in their respective markets. </p><p><BR><BR> </p>