The development comes as ZTE confirmed it expected to bring its 3G network into commercial operation by the end of January. Publicis secured the six-month project following a pitch that involved several agencies, including McCann Erickson and Euro RSCG. ZTE is involved in 3G pilot programmes with both China Netcom and China Mobile, using the country’s proprietary TD-SCDMA standard.
Despite teething problems, the government is expected to issue 3G licences in time for next year’s Olympic Games. ZTE currently accounts for almost five percent of China’s handset market, making it the largest of the domestic players.
