Leo Burnett wins $3m telecoms project in China

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