BBH pipped FCB and Lowe in the final round of a pitch process to become TNT China's first retainer agency, after the company opened its new Shanghai head office earlier this year. "The strength of the idea was what impressed us and also the spirit of partnership," said TNT China senior marketing manager Monique Chai.
Chai added that BBH had been appointed to "review the brand", and confirmed that campaign activity would begin in 2005. TNT has pledged investment of US$242 million to support a tenfold increase in China staff and a doubling of branches to 100 by 2010.
"To support that investment, the brand plays a very strong part," said Chai. "The complexity and width of the business is one of our challenges -- how do you communicate that relevantly?"
TNT has traditionally trailed key rivals DHL, UPS and FedEx in terms of above-the-line spend in Asia. BBH won the business after an introduction by its PR agency Grayling Asia, which also represents TNT in Singapore. MindShare has is tasked with media.
TNT hires BBH to take on China rivals
TNT has selected Bartle Bogle Hegarty Asia-Pacific to lead its advertising account as the express, logistics and mail provider significantly expands its mainland presence in pursuit of a larger market share.