Holding groups go for Huawei's pitch for global corporate branding

Agencies involved attended a briefing meeting last week, Campaign Asia-Pacific has confirmed with multiple sources. “Huawei is a big Chinese brand to have, so all the big 4A holding companies have sent their respective branding agencies to join for this pitch,” the source added.

Reported in China media in May, Huawei has chosen brand consultancy Jack Morton to lead its marketing activities in the US and is planning a large marketing campaign in the US to improve its brand awareness.

As a part of the marketing campaign, Huawei will cooperate with its operator clients such as Leap Wireless and MetroPCS in the launch of marketing activities, under the marketing campaign theme  "Release the smart in everyone,'' reflecting Huawei's focus on making inexpensive smartphones for people trading up from regular phones.

Reported in January, Leo Burnett Greater China has become one of the roaster agencies for Huawei Technologies for corporate communications and branding in China. Leo Burnett Guangzhou will execute all above-the-line and selected business-to-business communications for the Chinese brand. 

Huawei has its global headquarters in Shenzhen.