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Huawei EBG appoints Leo Burnett China as creative partner

Huawei has appointed Leo Burnett China as creative agency for Huawei B2B Enterprise Business Group (EBG).

Leo Burnett China will be responsible for the EBG’s new branding strategy and creative work with the aim of building it into a strong and reliable, global brand.

The EBG is one of the key business units within the Huawei group and has successfully launched many ICT solutions for enterprises across Asia, Europe and Africa.

The unit offers a range of customer-centric ICT products and services for vertical industries and enterprises including government and public services, finance, transportation, energy, large enterprises and Small and Medium Enterprises.

Its portfolio covers enterprise networking, Unified Communications and Collaboration (UC&C), cloud computing and data centers, enterprise wireless networks, network energy and infrastructure services.

Jeff Peng, director of branding department, marketing and solution sales, enterprise business
group at Huawei, said: “There is a major difference between marketing for B2C and B2B enterprises. The agency needs to understand this and provide strategic creative marketing communications for our B2B needs.”

Leo Burnett China and Huawei EBG have been working together for a few years on a number of key projects, among which Leo Burnett has delivered a series of outstanding creative solutions for the EBG brand.

Matthew Cheng, director of client service at Leo Burnett Shanghai, added: “The communication ‘target audience’ for a business like the Huawei EBG are vastly different from that of regular B2C businesses. They could be anything from a company, to a city, or even a country. For the team, this is an exceptional challenge and we are very excited about taking it on.”

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