HTC launches Asia-Pacific media pitch

Saatchi & Saatchi's Sydney-based shop Moon Design is believed to be among the agencies shortlisted for the business. Saatchi Lab currently holds HTC's business in Singapore.

DDB partnering with PHD, and Proximity Singapore with OMD, were linked to the pitch in its earlier stages. However, the agencies are now understood to have either withdrawn from the pitch or not to have been shortlisted.

A source close to the account said original conversations with the client also included HTC's media business, but that this now seemed "to have been thrown out of the picture."

It is understood that talks with the client first took place four to five weeks ago in Taiwan and focused on four markets in Asia-Pacific including Taiwan, Singapore, Hong Kong and Indonesia. Agencies were briefed to adapt a global activation strategy to the region through roadshows and promotional-led work.

However, sources have indicated that HTC also has ambitions on a global scale. One source said: "There was a lot of punchy talk that if the promotions were good, then they would be extended internationally."

However, another source close to the pitch said HTC's ambitions were unrealistic: "HTC has only been a brand for a few years and they're now trying to conquer the world. I think they have a lot of growing up to do before they can achieve this."

Another source added: "The kind of budgets HTC is talking are insane. They are looking at a major product launch consisting of six different products for a tiny budget. Maybe they can do it, but I think they need to consolidate. Look at Apple, it only promotes one or two products at a time."

HTC has faced stiff competition in the smartphone market in recent months, following the launch of new models from Nokia and Apple.

HTC produced the world's first touch-screen phone and phone built around Google's Android platform. The brand has gained a degree of global prominence because its name is on the back of each device.