SHANGHAI: Taiwanese internet appliance company MAG Technology has
awarded its LCD display account to J. Walter Thompson to help it shift
its market focus in China.
The company is moving its target from the industrial and professional
segment to end users at home in line with a new strategy to unbundle
monitors from computers.
JWT China chief executive Tom Doctoroff said MAG's consumer marketing
drive coincided with a move away from bulkier terminals to slimmer
versions offered by the company and its Japanese and Korean rivals,
including Sony and Panasonic.
"The transition is happening. The evolution is significant; it shows
that computer monitors are becoming less commoditised," he said.
The move to unbundle monitors is similar to what other technology
manufacturers have done.
Doctoroff said MAG's China-focused marketing was significant as most
Taiwanese companies only saw the mainland as a cheap source of
labour.
"Their decision to build a brand in China presages a sea change in the
mentality of Taiwanese enterprises. The fact that their high-end
products cost almost US$1,000 is a testament to the growing
purchasing power of China's new generation."
Doctoroff said the fee-based brief will cover television advertising,
thematic, product-specific and promotional print and promotions.
There was no incumbent on the account, which was awarded to JWT without
a pitch. MAG has yet to decide on the media account.
