Saatchis wins Lenovo's brand business

IT and electronics firm Lenovo has appointed Saatchi & Saatchi Singapore as its brand agency of record for the Asia Pacific and Latin America markets.

The appointment was made following a pitch process that was held in July with several agencies participating in the process.

The contract, slated for a year, will see Saatchi & Saatchi Singapore handle the brand image mainly in emerging markets working closely with its New York office.

Amy Wong of brand manager of Lenovo Asia Pacific and Latin America said: "Following the presentations made by several agencies, we believed that Saatchi & Saatchi Singapore were the best agency partner to help further establish Lenovo's brand equity in this geographically wide and strategically important region for us."

It is not the first time Lenovo is working with the agency. Last year it hired Saatchi & Saatchi to handle a global creative assignment to develop a new creative theme for the Lenovo brand that can be used globally.