Saatchi & Saatchi Beijing net China Telecom

Saatchi & Saatchi has won a competitive pitch to be the agency of record for China Telecom one of China’s leading telecommunication service provider. The confirmation of appointment comes after an extensive pitching process that saw three agencies short-listed, including McCann Erickson and Euro RSCG, the incumbent creative partner of the Chinese telecom giant.

The immediate task for Saatchi & Saatchi is to handle the branding assignment of “Tianyi”, the consumer masterbrand of China Telecom. The new branding strategy will encompass most consumer services and some business services, and facilitate China Telecom to live the vision of becoming “the total telecommunication service provider.” The campaign will feature the innovative and integrated approach China Telecom takes towards servicing customers in the 3G era. At the same time, Saatchi & Saatchi will work on other service-specific creative campaigns, such as Tianyi Broadband, the brand-defining service of Tianyi.

“What a fantastic win – we have already really enjoyed working with China Telecom. They have a very clear vision for their brand and have made this partnership with us to take their brand to Lovemark status in China” said Michelle Jiang (pictured above), Managing Director of Saatchi & Saatchi Beijing. This is the biggest win for Saatchi & Saatchi Beijing since Michelle took leadership of the office just 4 months ago.

Justin Billingsley, Greater China CEO for Saatchi & Saatchi said “This win adds another major Chinese company to our family of valued partners, and marks one more step of Saatchi & Saatchi on our journey helping more international and local companies to build their Lovemarks.”