JWT Beijing rejoins China Unicom's creative roster

The assignment includes the integrated marketing communications for part of China Unicom’s 3G business.

TBWA is currently the creative agency for China Unicom’s non-3G account. JWT Beijing worked on the China Unicom account for four years until early 2008.

“Regaining their business is a recognition of JWT’s strategic planning capability, creative skills, standard of client services as well as the capabilities of China Unicom’s top management team,” said Tom Doctoroff, JWT’s North Asia area director.

He added: “Our task is to help China Unicom more clearly define the proposition for its 3G service and enhance its perception and value added-services through a more focused message.”

According to local media reports, China Unicom, which introduced Apple's popular iPhone to the country in October, claimed to have 2.74 million 3G users at the end of last year - a fair slice of China's 3G mobile market which, according to the Ministry of Industry and Information Technology (MIIT), recorded 13.25 million users at the end of last year.

JWT Beijing’s current client portfolio includes Yili group, Nokia, COFCO, Baixiang Group (instant noodles) and Jasonwood (denim fashion brand).