The appointment sees MediaCom begin non-TV media planning and buying duties for all China Unicom brands in the mainland. There is no incumbent agency before today, but for TV media duties, Dentsu is in charge.
Jiao Yang, managing director of MediaCom Beijing, confirmed that Unicom's account is one of MediaCom's significant wins. According to CTR's adspend monitor, Unicom’s media spend was in excess of US$317 million (RMB 2 billion) last year.
MediaCom will oversee digital, print and outdoor media for the state-owned telecommunications operator's 'Wo' category of 3G services.
This competitive pitch for non-TV media was a part of China Unicom's concurrent media review, spilt into three different parts: TV, non-TV and PSTV.