Benjamin Li
Jun 9, 2011

PPTV picks Saatchi & Saatchi as creative partner

SHANGHAI - Saatchi & Saatchi Shanghai has become Chinese internet TV provider PPTV's creative retainer agency partner, after a competitive pitch with undisclosed agencies earlier this year.

Saatchi & Saatchi Shanghai scoops PPTV's creative account
Saatchi & Saatchi Shanghai scoops PPTV's creative account

The monitored media adspend of PPTV in 2010 was around US$23.1 million (RMB150 million), according to a source close to the client.

Saatchi & Saatchi Shanghai will oversee PPTV’s brand strategy and creative business, joining its sister Publicis Group company ZenithOptimedia, which won the media pitch earlier this year.

Shanghai-based PPTV, founded by PPLive in 2005, is the most-installed internet TV network in the world and considered a pioneer in fifth-generation new media. Its current popular programmes include the 2011 edition of 'Supergirl' by Hunan Satellite TV, and the 'Master Kong's female TV anchors' game show by Dragon TV.

According to industry reports, PPTV received an investment of US$250 million from Softbank in February. The deal was considered as the single largest financing project in the global video industry since Google’s acquisition of YouTube.

The agency cited that PPTV intends to use the funds to build a comprehensive multimedia platform covering computer, mobile phone and television networks.

The company has an impressive range of partnerships with brands and media companies including China Mobile, Pepsi, Nike, Converse, Li Ning, Sony, CCTV.com, SMG, Youku, Baidu and Sina.com.

In the internet TV sector in China, PPS is regarded as a direct competitor to PPTV.

Michael Lee, Saatchi & Saatchi Shanghai's MD, said that a professional strategic plan, based on a careful study of the unique features of the internet industry, and an entirely new creative presentation, will help PPTV aggressively expand its market share.

 


 

Source:
Campaign China

Related Articles

Just Published

11 hours ago

Valentine's Day 2025 round-up: how UK brands are ...

From 'World dump day' to 'Knorrplay', a look at some of this year's brand love coming out of the UK.

11 hours ago

What India's streaming shakeup means as JioCinema ...

Despite its strengths, the new entity’s biggest challenge will be getting its pricing right in a highly cost-conscious market.

12 hours ago

BuzzFeed to launch new social media platform in ...

The new platform will reposition BuzzFeed from a news and entertainment business to a tech and social media company.

12 hours ago

PepsiCo's $200 million investment brings Cheetos ...

PepsiCo is back with a big investment and a new strategy to take on Indofood's snack supremacy.