Rinaldi, who hired the trio of agencies, departs for what he terms “personal reasons”.
Haier overseas business unit brand manager Han Xiao Hua, meanwhile, pointed out that no ‘official’ contracts exist with any of the three agencies.
“There is nothing in black and white,” said Han, adding that Initiative remained the most likely to be retained.
It is thought the Interpublic agency’s links to the business units, which wield tremendous power within Haier, may yet solidify its hold on the white goods giant’s media buying and planning business.
Meanwhile, DDB - whose San Franciso office has already begun developing creative for Haier’s Olympics campaign - remains unclear as to its status. “We have an agreement,” said DDB China CEO and president Dick Van Motman.
The developments are the latest in several attempts by Haier to move up the brand value chain, which have included three separate strategy reviews in the past three years. In 2006, the company aborted its first attempt, before appointing Y&R Beijing to handle its Olympics brief in mid-2007.
That relationship ended late last year. “Their ambitions versus what they need to change and work on is just too huge,” said a source. “They do have aspirations, but marketing is just a function of sales,” added another.