Younger, faster rivals threaten Chunghwa
<P>As Taiwan's incumbent national telco, Chunghwa Telecom is often seen as slow, unwieldy and out of touch - and under increasing threat from faster, younger rivals such as FarEastone Communications, Taiwan Mobile and wireless start-up Vibo Telecom.</P> <P><br><br><BR>Chunghwa has struggled to maintain its market leader position in recent months, and saw its 2006 Q1 net profit sag by 14 per cent compared to one year earlier. </P> <P><br><br><BR>Despite leading adspend among telcos, Chunghwa's branding has failed to achieve cut-through. Some observers attribute this to Government regulations requiring the company to review its ad agencies every year. The most recent review saw Leo Burnett scoop the US$15 million creative assignment from BBDO, while media remains in the balance at presstime.<BR></P>
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