Incumbent MEC did not pitch.
The brand, expected to be a chief rival of Hutchison's 3 brand when it launches its 3G services later this year, spent nearly HK$84.6 million (US$10.8 million) on advertising in 2003 and $47.4 million in the first three months of this year, according to Nielsen Media Research.
Shirley Chung, general manager for consumer relationship development at SmarTone, said ZenithOptimedia won based on its "media power, service capabilities and planning insight".
Andras Vigh, chief executive officer of ZenithOptimedia Hong Kong, added: "SmarTone is in an extremely competitive business category. Our brief was to deliver an integrated communications approach that would deliver cut through in a crowed media scene."
There was no change to the creative brief, which remains with Saatchi & Saatchi.