Haier taps Saatchis for new drive

Haier is one of five national sponsors of the Games, alongside China Mobile, Sohu.com, Tsingtao Beer and Yanjing Beer. Saatchis scooped the contract after a four-way shootout -- also thought to include Asatsu-DK, Bates and Ogilvy & Mather. Haier sees its Olympic tie-up as a critical part of plans to become one of China's first true MNCs, and is planning a signficant ramping-up of corporate brand spend to capitalise on its sponsorship. Current above-the-line spend on both product and brand advertising is estimated at Rmb 800 million (US$99 million). Haier's product advertising accounts stewarded by FCB and Dentsu, which are handled by a separate marketing team, are not thought to be affected by the appointment. Saatchis is setting up a dedicated 20-strong team in Haier's home-town of Qingdao to service the account, led by business director Samuel Wong, with creative director Yew Fei Cheong and Bruce Xu making up the core team. The agency anticipates below-the-line work to appear soon, with the first TVC expected in the spring. Marketing efforts will initially focus on China, where Haier is seeking to extend its appeal across different generations and encourage brand loyalty. Saatchis hopes that the assignment will develop into an international one, in line with Haier's global ambitions.