This marks the agency's first digital online portal client. The project was awarded without a pitch, after several rounds of strategic meetings.
While the details of the new offering remain confidential, Leo Burnett will help NetEase with consumer research and traditional advertising. Substantial efforts will be put on digital and online advertising targeting netizens in China.
“This is an exciting new venture for Leo Burnett Guangzhou. We are strengthening our resources for activating digital communications,” said Jeff Ho, MD of Leo Burnett Guangzhou.
NetEase provides extensive massively multiplayer online role-playing game (MMORPG), wireless communications with its 163.com (China's equivalent of Hotmail) product, news and online shopping.
The company is working with a number of advertising agencies on different projects in China.