Schneider signs TBWA for China brief

TBWA, which triumphed in a competitive pitch against Euro RSCG, will also handle exhibition design, CRM and online. Saatchi & Saatchi was initially invited to present but declined to participate.

Schneider, which is a global provider of electrical distribution products and ultra-terminal and secured power sources for industry, commercial and residential clients, also provides expertise and infrastructure on automation and control. Anthony Polovineo, GM, TBWA Beijing, said the task would be to differentiate Schneider from a range of competitors, which includes GE and Siemens.

“The tagline on the current advertising is ‘Changing electricity into smart energy’. We’re not repositioning the brand, but rather expressing its positioning in a way that is more relevant and compelling to the target,” he said.

“We need to primarily target decision makers and professionals in industry and government, who deal with energy management and efficiency issues, with the public as our secondary target.

“We have to convince the audience that Schneider is the true expert and innovator, in a competitive communications environment with a limited budget.”

The first ad campaign for Schneider is expected to launch in the last quarter of this year.

Meanwhile, TBWA Beijing planning director Jeremy Sy has been promoted to head of planning, China, with Ellen Hou named planning director for the agency’s Shanghai operation.

Sy, who will continue to be based in Beijing, will oversee operations in both markets, along with continuing a hands-on role in the management of the Beijing office. Prior to joining TBWA in 2005, Sy was associate planning director with JWT Shanghai, and he has also worked in London, Manila and Dallas.
Hou joined TBWA in 1998, and will work alongside Sy in building the network’s planning offer in China.