TBWA is believed to have outgunned White Communications, Dentsu Innovak and JPIP for the assignment.
TU Media will be the first in the world to provide satellite-beamed digital multimedia broadcasting (DMB) services, combining telecommunications and broadcasting to customers via personal wireless or car receivers anywhere, anytime. Approximately 40 different channels will be available via video and audio services.
"We will be handling the launch of TU Media and branding, so the campaign will run across all media," said Kyungwoo Nam, managing director of TBWA\Seoul. "We will begin in the second half of the year, and tentatively expect this win to be worth around US$13 million."
TBWA's clients in the tech field include Hannaro Telecom and SK Telecom; the agency has also done work for NCSoft, a games company. Its 'Be the reds' campaign for SKT's 011 service, which won awards for Marketer of the Year and Advertiser of the Year at Media's Agency of the Year Awardsin 2002.
TU Media's parent company is Korea's number one carrier, SK Telecom, with a 30 per cent stake; domestic broadcasting companies also hold shares.
TBWA scoops TU Media challenge for July launch
TU Media has hired TBWA\Korea on a full-service brief to launch the start-up and its 40 channels in July.