Hill & Knowlton has been working on Haier's PR account since March 2008, when it was tasked to handle the Beijing Olympics sponsorship project. The second retainer contract ended in April 2010.
Simon Vericel, senior consultant at Hill & Knowlton Beijing, said, "We believe our reappointment is due to a global network in over 60 countires and a strong presence in Asia-Pacific where Haier is based."
The global retainer account is led out of Hill & Knowlton's Beijing office.
The agency's Korea office will also debut Haier's first digital communications strategy and revamp its Korean website, which will be expanded as a blueprint across the Asia-Pacific market.
Haier has a retail presence in over 160 countries, with strong growth in Europe, America and Middle East. The brand competes against Samsung and LG in Asia-Pacific and Siemens, Whirlpool and GE in Europe.
Earlier this summer, McCann China won the creative accounts for two of Haier's premium kitchen brands, Casarte and Fisher & Paykel. The Qingdao-based home appliances maker added new markets including Russia this year.
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