Tencent calls creative pitch as competition intensifies

Tencent operates instant messaging giant QQ, claiming more than 288 million active accounts. According to executive vice-president SY Lau (pictured), the company is looking for a long-term creative agency to be the company’s communication partner. He added that the timing is crucial because “the brand challenge was intensified after the Olympic battle, and we are now ready to move into the second phase, strengthening our brand values”.

While no deadline for the pitch has been released, insiders say OgilvyOne and TBWA in China plan to participate, and that Publicis, the agency that most recently held the Tencent account, also expects to re-bid for the contract.

The pitch comes as Tencent revamps its image from a primarily youth-oriented site to a more mature all-in-one news location. The company first moved in this direction prior to the Olympics when it signed contracts with outside news sources such as Xinhua News Agency and L’Équipe to enhance its news offerings and capabilities.