BEIJING: Leo Burnett has scooped the US$3 million assignment
to develop campaigns for China Telecom's national communications network
service.
The pitch also resulted in McCann-Erickson Guangming winning the
broadband connections account. Media planning and buying will remain
with China Telecom's inhouse team.
Burnett's Guangzhou and Beijing managing director Benjamin Tsang said
the over-riding objective was to strengthen China Telecom's leadership
position ahead of the market-opening reforms for entry into the World
Trade Organisation. He said there were also current competitive
considerations to act upon.
Grey China previously handled the corporate account, but its China chief
executive Viveca Chan denied losing the brief, saying its work for China
Telecom had been awarded on a contract basis.
Grey developed two TVCs for the company, showing how it had improved
services. A third one to build its corporate profile ahead of a Hong
Kong IPO has been held back because of the poor economy.
