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.
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'.