TTG revealed plans last month to merge with local mobile operator Mobitai Communications. TTG currently comprises two mobile brands, Taiwan Cellular Corporation (TCC) and TransAsia Telecom, as well as a fixed line business Taiwan Fixed Network (TFN).
ZenithOptimedia took over from Media Palette, which handled TCC and TFN, and Universal McCann, which looked after TransAsia. Both incumbents repitched; Initiative and OMD also took part in the pitch. Creative is stewarded by Dentsu.
The account is ZenithOptimedia Taiwan's largest piece of business. The media agency estimates TTG spent over US$20 million on advertising last year.
ZenithOptimedia Taiwan managing director Susan Wang said competition in Taiwan's telecoms sector is hotting up, as consolidation has resulted in a smaller number of larger players. "This is a tremendous challenge but we believe our approach will help TTG achieve the cut through that they are seeking," she said.
ZenithOptimedia trumps four for mega telco win
Taiwan Telecom Group (TTG) has handed the media planning and buying task for all its businesses to ZenithOptimedia.