Jenny Chan 陳詠欣
Aug 4, 2011

Saatchi & Saatchi to handle image revamp for software company Kingdee

GUANGZHOU - China's Kingdee Group has chosen Saatchi & Saatchi Guangzhou to revamp its brand concept and re-position its overall image.

Kingdee's tagline is
Kingdee's tagline is "From Made In China to Made Of China."

Saatchi & Saatchi won the Kingdee business following a pitch reportedly involving Ogilvy & Mather China. Kingdee said it was pleased with Saatchi's "professional and passionate" team, whose proposed restructuring of Kingdee's brand and other "constructive suggestions were a good fit" for their demands. 

An integrated marketing communications campaign including TVCs, print ads and a new website is being planned.

Founded in 1993, Shenzhen-based Kingdee specialises in the fields of enterprise management software, middleware, and e-business applications. It is also listed on the Hong Kong stock exchange. More significantly, it has moved from being a manufacturer of software to a provider of management consulting and information services.
 
Robert Xu, chairman of Kingdee, said the Chinese economy will start to transform in the coming 10 years to be more technology-focused as the sector moves up in the value chain. "This will be a crucial opportunity for Chinese enterprises to change their management models and hone their business acumen," he said.

Daisy Ching, managing director of Saatchi & Saatchi Guangzhou said: "We do not only focus on international clients but also value local enterprises like Kingdee. We strongly believe in helping Kingdee to transform its brand from being 'Made in China' to 'Made of China'.

 
Source:
Campaign China

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

2 days ago

AI, copyright, and creativity: The fine line ...

With tech giants lobbying for AI training on copyrighted material and artists filing lawsuits to protect their work, adland faces the challenge of integrating AI while respecting copyright, originality, and the livelihoods of creators.

2 days ago

Women to Watch 2024: Vivian Liu, DeVries Global

A PR veteran, Liu empowers the next generation in Taiwan by promoting fairness, authenticity, and industry excellence.

2 days ago

A new campaign gives dignity to Vietnam's unsung heroes

This Labour Day, a powerful tribute by creative agency The Friday urges us to see the workers we pass by without a second thought. But does recognition go far enough?

2 days ago

Amazon unveils first brand overhaul in 25 years, ...

The subtle design refresh spans over 50 sub-brands across categories like pharmacy, groceries, and on-demand streaming under a single brand umbrella.