Sources said M&C partnered with OMD for December's pitch against BBDO, which previously worked with LG on a project basis, and local marketing shop Eight to handle the Muse U880 model, dubbed the thinnest 3G handset currently available with a camera, expandable memory and MP3. The Muse handset figured prominently in efforts by Hong Kong telecoms company Hutchison to reinvent its 3 brand, moving away from a traditional telco positioning to a digital content provider.
Sources say the CE player is looking to capitalise on the awareness that has been generated for Muse as part of 3's music-based campaign now underway to launch the brand into the 3G space.
LG tipped to hire M&C Saatchi HK for 3G branding
Korean consumer electronics vendor LG is believed to have handed its 3G handset brand Muse to M&C Saatchi following a three-way pitch in the city.
