HTC calls creative pitch in China amid localisation plans

Three agencies are believed to be competing for the business, although the full lineup has not been confirmed.

In addition to above-the-line creative, the account will reportedly include digital (which is handled by Digitas), PR and event components. The media business is not thought to be affected.

A source close to the activity said the Taiwanese brand was aiming to “put more focus on its China marketing strategy”, adding that it was already a “big player” in its category and would be going head-to-head with Apple and Samsung in the market.

“HTC is pretty aggressive,” the source said. “They are not just going to use adaptations [of creative work] from other markets, but plan to create a China perspective linked to global branding.”

In China, HTC’s media business is handled by ZenithOptimedia. PHD is responsible for HTC’s media in Hong Kong and India.