The international pitch was conducted by Austin Jun Luo of 3Kou branding, a brand and media consultancy based in China, on behalf of CCTV's new management.
BDA will now be working with Luo and CCTV's in-house team to create a new brand for CCTV 1, which has audiences in excess of 400 million every evening.
According to Luo, BDA was selected for its "clear understanding and sympathy for the brief".
The project will begin with the production of a new set of brand films to be filmed on location in China late August.
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