This new business was won after a four-way open pitch in December. China Telecom has built the world’s biggest CDMA 3G Network and has tasked Momentum to rejuvenate its core brand “Tianyi” locally. The brand was launched in Shanghai in 2009.
Saatchi & Saatchi maintains its national agency of record arrangement with China Telecom, providing creative across all mainland markets.
China Telecom is the oldest telecom company in China with a comprehensive home and B2B business. However it has a lower marketing profile, when compared to rivals like China Unicom which has a 3G partnership with Apple, and China Mobile, which has been advertising actively nationwide.
“Our creative ideas and strategic insight once again provided a winning solution that was perfectly aligned with the client’s needs and expectations,” said, Canon Wu, chief creative officer of Momentum.
She added that the client has a strong business focus on its 3G business in the Shanghai market, and will be more aggressive in 2012.
The client also currently uses Lintas and Euro RSCG on its agency roster.
Reported early last year, Saatchi & Saatchi Beijing and Starcom won China Telecom national creative and media pitches, respectively.
In the telecom category in China, McCann Worldgroup Shanghai previously worked on China Mobile’s creative account for four years, and McCann Guangzhou currently holds the China Telecom Guangdong’s creative business.
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