The win will see the agency tasked with the nationwide communication strategy and creative solutions for the brand through 2017.
It follows a competitive five-way pitch which concluded in late December 2015. It is understood that the pitching agencies were Yindu Ogilvy (奥美银都), Zhengbang (正邦), Jiuyi Advertising (九易广告) and GIMC (广东省广).
This appointment is an extension of the current partnership between Leo Burnett and China Mobile, which started in August 2013 and is believed to have been a non-AOR relationship prior to this. The agency helped China Mobile with the 'And' brand's official launch.