Benjamin Li
Aug 31, 2012

International Paper calls communications pitch for HP copy paper

SHANGHAI - International Paper, a US pulp and paper company, has called a communications pitch in China for its HP copy paper ahead of a major consumer brand activation campaign in China at the end of the year.

International Paper aims to expand its reach in Asia
International Paper aims to expand its reach in Asia

HP copy paper is a premium printing paper brand which came out of the partnership between International Paper and Hewlett-Packard.

An undisclosed agency source said the pitch is slated for next week.

The client is reportedly seeking an agency to assist with a launch campaign for the China market at the end of this year. The appointed agency will be responsible for overall marketing initiatives consisting of roadshows, online campaigns involving weibo, BBS and podcasts, targeting office administration heads in charge of procurement for stationery.

The source added that the initial project would be for the launch campaign but carried the potential for contract renewal for an ongoing partnership based on good performance.

Thai firm Double A is the dominant market leader in the China paper market. Its 'No jam, no stress' campaign helped move the product from the commodity category to the branded consumer goods category.

International Paper has cited Asia and in particular China as a driving force in global demand for pulp and paper products. International Paper aims to become a regional leader in part through the establishment of localised production bases.




Campaign China

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