JWT wins back US$40m China Unicom account from Dentsu

JWT Beijing, which handled China Unicom from 2006 to 2008, won back the full range of brand management services after a competitive pitch in May, involving up to six creative agencies.

Its ongoing relationship with the brand played a key part in this win, believed to be worth US$40 million according to R3, as it has worked for the telco on a project basis since 2011.

One such project was a B2B programme 'Smart City', which provides mobile applications and services to local city-level governments. The telco signed agreements with 150 Chinese cities as of April.

JWT has now been tasked with developing the China Unicom brand and its sub-brands over the next two years.

China Unicom added 11 million 3G subscribers during the first quarter of 2013, illustrating the continued growth potential of the company in China’s booming mobile market, said Tammy Sheu, managing director of JWT Beijing.

Its net profit surged 89 per cent in the first quarter of 2013 from a year earlier as its 3G mobile communications and fixed-line broadband businesses grew rapidly.

Still, it is the country's second-largest mobile operator by subscribers after market leader China Mobile. Both major carriers are also preparing to launch faster 4G nationwide networks, which will level the playing field when the government issues 4G licences probably by the end of the year.