Invite colleagues
According to Media Magazine, The Creative Life (TCL), a listed Chinese electrical appliances group, has appointed ZenithOptimedia Guangzhou for its media planning and buying in China, displacing Dentsu Beijing, which held the account for less than two years.
The appointment also follows a pitch against Starcom and several local agencies. ZenithOptimedia’s assignment will focus on print and TV to spur audience involvement in the highly popular Mengniu Yoghurt Super Girl contest (a Chinese version of American Idol) on Hunan Satellite TV. I am reaching out to the folks at ZenithOptimedia to understand if there is any digital components but at this stage have not had this confirmed.
Zenith’s experience on the Sony account was also important. Steven Chang, CEO of ZenithOptimedia Guangzhou, said: “With rural expansion a basic necessity for white goods firms, Chinese electrical appliance brands have advantages over the international brands in terms of pricing and distribution channels.”
He added: “Big local brands have bigger brand awareness among rural populations with their advertising on national and provincial satellite TV channels.”
TCL was established in 1981 and has factories in Huizhou of Guangdong province in Southern China, and a marketing base in Shenzhen. Its monitored media spending for 2008 was Rmb 250 million.
Well done, Guangzhou’s ZenithOptimedia team!
Written on Tuesday, 01 September 2009 15:27 by Matt McDougall
