While Dentsu is retained for provincial TV buying, MediaCom takes charge of buying and planning for CCTV, local TV, radio, print, online and outdoor. The GroupM agency secured the business after a review that included Dentsu and four other local agencies.
According to MediaCom Beijing general manager Jonathan Tse, the pitch was complicated because of China Unicom’s rollout of a CDMA network.
Earlier this year, the mobile giant split creative duties, retaining JWT for CDMA and handing GSM to TBWA. “It is looking for breakthrough ideas,” said Tse, adding that TV would remain the critical medium.
The pitch result follows China Unicom’s launch of its first-ever 3G mobile phone service, in Macau last month. The carrier has confirmed, however, that it will not bid for a 3G licence in Hong Kong.
