Leo Burnett China will be responsible for EBG’s new branding strategy and creative work with the aim of building it into a strong and reliable global brand.
The EBG is one of the key business units within the Huawei group, offering ICT solutions for enterprises across Asia, Europe and Africa in the government and public services, finance, transportation, and energy industries.
Its portfolio covers enterprise networking, unified communications and collaboration (UC&C), cloud computing and data centers, enterprise wireless networks, network energy and infrastructure services.
“There is a major difference between marketing for B2C and B2B enterprises," said Jeff Peng, director of branding, marketing and solution sales for the Enterprise Business Group at Huawei. "The agency needs to understand this and provide strategic creative marketing communications for our B2B needs."
The target audience for a B2B business could be anything from a company, a city, or even a country, which Matthew Cheng, director of client services at Leo Burnett Shanghai, described as an "exceptional challenge" for communications. "We are very excited about taking it on."
Prior to this AOR relationship, Leo Burnett China and Huawei have been working together for a few years on a project basis, such as for Huawei's anti-DDos product and cloud fabric data centre network.