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