Vizeum retains China Mobile's Beijing media account

The mobile operator launched the review in October. Vizeum has worked on Beijing Mobile’s media account for five years.

Beijing Mobile was said to be looking for a "dedicated agency that truly understands client business' marketing standpoint and provides communication service to drive sales, and is not limited to media activities".

A source close to the review added: “Challenges and opportunities appear at the same time in the 3G market. China Mobile has to win and retain the loyalty of customers, optimise customer experience for both technology and services and maximise innovative media touchpoints through the most cost-efficiency solutions."

China Mobile face strong competition in the emerging 3G market, as China Unicom debuted its iPhone on 30 October. 

Another agency source said: “Consumers still have a wait-and-see attitude when comparing the pros and cons of the three key mobile operators in terms of their cost, coverage and convenience and content of their 3G phones."

China Mobile Beijing oversees the sales for all brands under China Mobile in the city. Key brands and services are G3, its 3G service, GoTone, its postpay service, EasyOwn, its prepay service, and M-Zone, a youth-focused service.

China Mobile launched a creative agency review in March, with Lintas and Publicis appointed to the account. The client awarded both agencies the business, but Lintas is believed to be working on the majority of the account.

Beijing Mobile's total adspend in 2008 was US$36 million on the back of the Olympics. A source close to the account said this had been reduced in 2009.