SHANGHAI - J. Walter Thompson Shanghai has won the account for Huawei's Honor smartphone in China following a multi-agency pitch against undisclosed agencies.
Ogilvy & Mather Beijing handles the core Huawei brand.
JWT will focus on the smartphone brand’s strategy, key creative and product launch strategy and planning in China during the initial period. The three-year-old brand which is part of the Huawei Group is now seeking to refine its next phase of growth as the Chinese smartphone market matures. There is a possibility that the agency will expand its involvement to a future global campaign.
Honor is only sold online and targets global digital natives with its tagline “For the brave”. Forty million Honor phones have been shipped to 74 countries, resulting in US$6 billion in sales and engagement with nearly 100 million fans online last year.
George Shi, general manager of the agency said: “J. Walter Thompson’s understanding of youth in both the digital world and real life, as well as our sharp strategy and creative craftsmanship will help Honor tune in to young people’s minds and souls throughout China and the world.”