Huawei Device is the consumer business group under Huawei, providing a range of products including smartphones and tablets. It isn't considered a household name in that category since the majority of its operation has been in telecommunications and networking equipment.
In order to fortify its brand among consumers in China on Weibo and WeChat, Huawei called for a review of its current agency partners, including OMP, Ogilvy and Genedigi, to further optimise its social media performance.
The objective outlined throughout the pitch process was to consolidate Huawei's position as China’s number-one brand in the high-end smartphone market against rivals Samsung and Apple.
Newcast was selected as it demonstrated "strong scientific planning capabilities and a real creative mindset", said Tiffany Hu, Zenith Beijing's deputy managing director, whose remit encompasses Newcast.