McCann China tipped to win creative for two premium Haier brands

The win follows a competitive pitch which involved up to four 4A agencies in Qingdao, where the company is based, earlier this year in May.

Casarte is Haier's own luxury kitchen appliance brand, while Fisher & Paykel is an ultra premium New Zealand kitchen appliance brand represented by Haier in China and targeting the super-rich market segment.

“Haier has successfully captured the mass home appliance market in China, and the premium market is an important source of new business development, hence they are looking for a new agency that could inject some fresh ideas,” said an industry source.

Haier has a very strong nation-wide retail distribution network in China in competing with the likes of Midea, LG, Samsung, Bosch, Siemens and Miele. The company has also successfully managed to expand into international markets.

Haier works with a number of ad agencies in China including DraftFCB and ADK.

Reported last month, McCann Worldgroup retained their status as Holiday Inn's global creative AOR.