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'.
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