Publicis Shanghai scoops Haier’s white goods’ creative account in China

Based on the win, Publicis China is in the process of setting up a new Qingdao office and is hiring more than 50 people to service the new account.

In its agency roster, last year JWT Shanghai won the corporate branding business for Haier following a competitive pitch involving ADK, DraftFCB Shanghai and incumbent McCann Beijing.

Meanwhile Draftfcb China has been working with Haier in China since early 2002 on its major product lines such as refrigerators, washing machines and electronics. Pully Chau, chairman and CEO of Draftfcb Greater China cited that that the agency has 60 people based in Qingdao working on Haier's Leader brand, TV, mobile and overseas marketing.

Headquartered in Qingdao, Haier is the largest white-goods manufacturer in China. The company distributes its consumer-electronics products and appliances in more than 100 countries.

On 30 March, Haier Group and Sanyo Electric held a closing ceremony in Singapore to officially mark the completion of Haier’s acquisition of Sanyo Electric’s refrigerator, washing machine and other consumer-appliances business, which Haier now sells under the Aqua brand name in Japan, Indonesia, Malaysia, the Philippines and Vietnam.

According to Japan Times, Haier Group aims to deliver sales of US$615 million (¥50 billion) in Japan this year.