The Tianjin China Mobile and Dongguan China Mobile accounts, together worth an estimated Rmb45 million (US$5.4 million), were formerly handled inhouse and by local agencies.
The move furthers Zenith's grip on China Mobile's media duties, winning the national branding business from China Mobile Communications Corporation three years ago, in addition to other local accounts.
The new pieces of business will be serviced out of Zenith's offices in Beijing and Guangzhou.
Zenith will assist the subsidiaries with China Mobile's three main brands, GoTone, Shenzhouxing and M-Zone, as well as corporate branding. China Mobile added over 35 million new subscribers to its customer lists last year, according to recently released figures, a substantially bigger increase than major rival China Unicom.
Marketing in 2005 is expected to focus on consolidating its customer base, reducing churn and communicating service benefits, in addition to supporting the company's main brands.
China Mobile uses a wide range of local and international creative agencies across China, including Leo Burnett, Ogilvy & Mather and Publicis.
Two China Mobile units pick Zenith for media duties
China Mobile, the country's largest mobile operator, has placed media duties for two of its subsidiaries with Zenith Media.