Haier shakes up agency roster

Hong Kong - The local branch of Haier has assigned Mate Design, former creative agency for LG Electronics, to replace DraftFCB as its creative agency.

Louis Lau, senior marketing manager of Haier Hong Kong, added the group had considered using OMD to manage its Olympic campaign but will now run all media in-house.

Meanwhile, Haier China has tasked DraftFCB China to handle its creative with Initiative Media to continue working as its media agency following Larry Rinaldi's departure of Haier.

Zhang Peng, Olympic project director for Haier China, said its previous agency candidates including Burson-Marsteller, DDB and STAR Group are no longer in talks with Haier to work on its brand.