China Mobile, the Chinese telecommunication giant has appointed Leo Burnett as its creative agency in China.
The appointment, effective from 2016 through 2017, follows a five-way pitch that concluded in late December 2015.
The new win will see the agency tasked with the national communication strategy and creative solutions for China Mobile’s “and” branding and its business nation-wide.
This appointment will see a meaningful extension on the current partnership between Leo Burnett and China Mobile started in Aug 2013 when the agency acquired the creative business for China Mobile’s first ever 4G service brand following a pitch.
Over the last two years, Leo Burnett played an instrumental role to help China Mobile successfully establish the “and” brand and its 4G business with a series of creative marketing solutions.
As the most dominant brand under China Mobile and the leading 4G brand in China currently, 4G business has a user base of over 300 million now.