Benjamin Li Benjamin Li
Aug 5, 2013

Leo Burnett Beijing wins appointment for China Mobile's 4G brand

CHINA - Donald Chan, Group CEO of Leo Burnett (LB) China, reports that the agency's Beijing office has won a two-year appointment to handle branding for China Mobile Communications Corporation (CMCC)'s 4G service launch.

Leo Burnett Beijing wins appointment for China Mobile's 4G brand

The account win comes after a five-way pitch against Ogilvy & Mather, Grey, McCann and GDAD two months ago, according to Leo Burnett.

As of July 2013, China Mobile claims to be the world's largest mobile operator with more than 740 million users.

Castro Tian, GM of Leo Burnett Beijing, said that the agency is excited not only by the win but by the ‘great opportunity’ to work with China Mobile to change people’s mobile lifestyle.

An industry source close to the account estimated the media spend would be more RMB 100 million (US$16.3 million).
"This partnership with CMCC enables us to stay in the forefront on all the possibilities created by this advancement—richer and more vivid content delivery, more innovative ways to connect and engage, and to wide-scale readiness on mobile commerce," Chan said. "All these knowledge will also benefit the way we offer our thinking to all our other clients."

ZenithOptimedia has been China Mobile's media agency for 10 years.

Related Articles

Just Published

6 hours ago

Mother's first H&M work is a love letter to young ...

From what you reach for on bloated period days, to the joy of compliments from other women on a night out, the campaign uses insight gathered over hours of conversations with young women across the UK.

6 hours ago

Lego Group invites adults to play as it launches ...

The toy production company has teamed up with Bafta Masterclass, Universal Music Group and fashion designer Grace Chen.

6 hours ago

The industry’s two-faced stance on climate change

Agencies are working to make their own operations sustainable but they remain committed to working for fossil fuel clients.

2 days ago

Asia-Pacific Power List 2022: Yves Briantais, ...

The 15-year company veteran is keen to keep his brand’s messaging fresh, drive premiumisation, and surge ahead with digital transformation.