Yahoo China taps WE to build brand

<P>Yahoo China has awarded WE Marketing Group its integrated brand communications and creative services account in the mainland. </P> <P>The agency was handed the business following a two-month, three-way pitch process against local and multinational agencies. </P> <P>WE's appointment covers corporate brand communications, as well as marketing communications and creative services for its products such as search, mail and community offerings. </P> <P>WE founder Viveca Chan said: "Yahoo previously used small shops on a project basis, but now feels the need to define and build its brand in mainland China."</P> <P>Josh Li, managing director of WE in Beijing, added: "WE understands the complexity and flexibility of the internet and its emerging products. We are able to grasp potential trends and the insights of the Yahoo China brand personality on which the brand communication strategy can be established."</P>