ASIA-PACIFIC — SHANGHAI, CHINA, JANUARY 2011 — JWT Shanghai has been awarded the corporate branding businesses for Haier, China’s leading home appliance brand, following a competitive pitch involving ADK, FCB Shanghai and incumbent, McCann Beijing.
Haier has been operating in the China market for 26 years and has tasked JWT with delivering new thinking and innovative marketing activities around the brand.
JWT has been assigned as the leading agency on the business to develop a long-term strategy for Haier’s holistic brand building, including everything from corporate branding all the way to individual products.
Donald Chan, JWT China CEO stated, “We are very excited to be working with Haier. The client feedback we received was so positive and our advertising strategy was right on target with their business needs that a large part of what we developed for the pitch will be used in the actual campaign.”
Chan added, “The win is a true demonstration of a new age of JWT which is all about innovation and integration.”
“JWT’s unique approach, their pursuit for perfection, and professional attitude and procedure were very appealing to Haier when we were making our decision,” stated Zhang TieYan, Global Brand Operation Director. “We are looking forward to working closely with JWT to build Haier’s brand as green, innovative and global,” Zhang added.
