While JWT Beijing representatives declined to comment, Lenovo is expected to portray itself as an ‘explorer’ in its Olympics brand and product communications, linking with the Olympics’ ability to realise potential.
The win marks the fifth Olympics assignment that JWT China is working on, and comes soon after it secured Olympics creative duties for Yili. In addition, the agency is also handling Olympics-related work for Anta, Li Lang and China Unicom.
“Across a broad range of categories, it is about the ability to fuse the Olympics spirit with the drama of different brands,” said JWT China chief Tom Doctoroff.
The news comes as Lenovo steps up efforts to find eight foreign residents who will qualify as Beijing Olympic Games torchbearers. Nominees were selected by online voting on chinadaily.com.cn, with the final eight being selected by a panel made up by senior staff from Lenovo and China Daily.
The company has also hired Liu Jun, who will be based in Beijing, to run its consumer division. Jun, a 14-year company veteran, takes over the role from Lenovo chairman Yang Yuanqin.
Lenovo dominates the China consumer market, but its brand retains a much lower profile in Western markets.
