Chinese telcos prepare for 3G ad campaigns

China Mobile has renewed its media agency contract with Zenith Media after a four-way pitch with Mindshare, Carat, and Universal McCann.

China Mobile is one of the top advertisers in China and its budget for 2009 is believed to exceed US$100 million.

“The strong partnership between China Mobile and Zenith Media will enable us to better fight the war in the new 3G era.” said Derek Kwok, MD of Zenith Media China.

The brand has also retained HY Link for its digital marketing account after a one-round pitch with three other agencies.

Meanwhile, China Telecom has appointed Euro RSCG China as its agency-of-record, after a pitch thought to have included Bates, Leo Burnett, McCann Erickson and two local agencies. Chinese agency Hexinchangrong was the incumbent for the account. Euro RSCG is charged with managing China Telecom’s branding, strategy and communications.

Although the account’s price tag has not been released, agency sources say that the business is a sizable win because the brand is looking to gain exposure to promote its new 3G services.

China Telecom gained the rights to China Unicom’s CDMA services and infrastructure for Rmb 110 billion ($15.85 billion) in June as part of a broader restructuring of the telecoms industry.