haier
Haier presents, the fridge you can split when you split up
A TVC for Haier Leader by Serviceplan China presents a new product with a very specific use case.
China's top local brands
Chinese consumers declare Alibaba, Haier and Huawei their favourite local brands. What's behind their appeal?
Why Japanese companies need a new mindset to win globally
As Japan regains its stature on the international stage, many Japan-headquartered firms know 'going global' is in their best interest, if not a matter of survival. For many reasons, it won’t be easy, writes David Blecken.
May the fridge be with you: How Aqua is setting itself apart in white goods
TOKYO - With The Force Awakens about to premiere in Asia, Haier recently unveiled a range of Star Wars-themed products for its Aqua brand in Japan, including a moving replica R2-D2 refrigerator. Campaign spoke to the CEO and CMO about the value of investing in the franchise, and about the company’s broader goals to move white goods from commodities to objects of desire.
Siegel+Gale promotes Eric Lin to regional role
SHANGHAI - Eric Lin, Shanghai GM of international branding agency Siegel+Gale for four years, will be moving to a new US-based role as executive director, leading APAC client engagements and business development. Franco Xu will take over as Shanghai GM.
UPDATED: Haier adds UM Beijing to agency pool
BEIJING - Appliance giant Haier has selected UM as one of its media agencies in China, with estimated billings of US$1.5 million.
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