According to sources, UM will be TI’s regional agency-of-record with the account headed out of UM Shanghai under CEO Manpreet Singh.
In the past, TI worked with MEC Taiwan for one year to handle its account across the region, excluding Japan. That account was taken from UM.
In the past, TI worked with MEC Taiwan for one year to handle its account across the region, excluding Japan. That account was taken from UM.
A source close to the brand said TI shifted its regional business to China because of a “change in strategy” that will see China become a more prominent market.
It has not been disclosed whether TI held a pitch for its account, nor a timeline or a price tag for the business.
TI, ranked number 215 on the Fortune 500’s 2009 list, has 26,200 employees worldwide, with 8,900 in Asia-Pacific and 2,000 in Japan.
In April, the company posted first-quarter revenue of US$2.09 billion, a year-on-year drop of 36 per cent and a quarterly plunge of 16 per cent. The news prompted TI to announce a shift in its business strategy, downplaying its wireless baseband division, which produces chips for mobile phone networks, to emphasise its analogue and embedded-chip business, used in a range of devices from smartphones to large machinery.
