According to sources, the pitch took place at Suntech's headquarters in Wuxi, Jiangsu. The normally closed-door pitch process was replaced by a two-hour open workshop with the brief only revealed at the start of the pitch.
Charles Sampson (pictured), CEO of Y&R China, who was present at the workshop, told Campaign the client wanted to get a true reading of the chemistry within the three agencies.
Sampson revealed Suntech was impressed by Y&R's creative work in China for clients such as Gap, as well as the agency's vision for the Suntech brand.
Edwin Huang, vice-president of corporate marketing, Suntech Power, told Campaign the company is investing "a significant amount into further enhancing our brand image around the world."
Suntech is aiming to match the growing global appeal of brands such as Huawei, Haier and Lenovo. Its campaign, targetting the European and US markets, will be developed in China.
Suntech Power is one of the major solar panel manufacturers in the country, but does not want to be seen as just a Chinese company, according to Sampson. Sampson predicts this is a trend that will grow in the future as more Chinese brands become global brands.
A global integrated campaign with digital and print elements is now in the pipeline.
The solar industry in China has been facing margin pressures following the withdrawal of government subsidies during the financial crisis. However, Sampson said solar power is once again a priority as as the country looks for more sustainable energy solutions.
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