SHANGHAI - JWT Shanghai has been awarded the corporate branding business for Haier, China’s leading home appliance brand, following a competitive pitch involving ADK, Draft FCB Shanghai and incumbent McCann Beijing.
JWT has been assigned as the leading agency on the business to develop a long-term strategy for Haier's holistic brand building, including everything from corporate branding to individual products.
Haier has been operating in the China market for 26 years and has tasked JWT with delivering new thinking and innovative marketing activities around the brand. According to Zhang Tieyan, global brand operation director, the goal is to build Haier's brand as green, innovative and global.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
Incumbent WPP first won the business in 2021, and formed a bespoke unit called WPP Open X dedicated to the beverage brand client.
Former creative partner at the agency Polina Zabrodskaya alleges 'harassment and discrimination' after raising concerns about campaigns.
The deal could give WPP, which owns a 40% stake in the research company, a new source of cash after the ad giant suffered a $55 million profit drop in its latest earnings.
The group is urging shareholders to demand greater transparency on fossil fuel-related risks, before approving the merger.
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=268&w=401&q=100&v=20170226&c=1)