As Huawei Telecommunications spruces up its presence in the OEM handset market, it has roped in Contract Advertising to handle its creative duties. The win comes on the back of a multi-agency pitch that was called in the month of April and lasted for about two months, and saw the participation of Draftfcb Ulka and incumbent agency Mudra, besides Contract.
Meanwhile, the company has also roped in Motivator for its media duties, Encompass as the on-ground partner, and icontract to look after its digital presence.
Contract will handle three business verticals of Huawei – Terminal, which deals in handsets, dongles, tablets; Enterprise that deals in end to end B2B solutions; and Networking. The focus area would be the Terminal business, especially the promotion and launch of mobile handsets and other convergence devices through BTL as well as ATL activities.
Contract Advertising’s first task would be to establish the brand in forthcoming open market launches of its Android devices as well as its tablets and data cards while also growing the B2B businesses.
Commenting on the association Anand Narang, Marketing & Solutions Director, Huawei – Devices, said, “Huawei has traditionally been a strong B2B brand. We have now set ourselves a target to be amongst the top five handset brands globally by 2013. We are looking forward to Contract as a true single window marketing partner, which will spearhead all communication solutions across mediums – traditional as well as non-traditional.”
Sethu Raman, Marketing & Solutions Director, Huawei – Network, added here, “We were looking for an agency that understood technology brands in business and consumer domains. The creative idea from Contract was adaptable to our multiple categories and true to Huawei’s culture and our beliefs of enriching our consumers’ lives.”
Speaking on what gave Contract an edge, Prashant Mathur, General Manager, Contract Advertising, said, “While we listened very attentively and keenly to the client’s needs and requirements, in our presentation, we remained true to what we believed the corporate brand and the product brands required.”
Nima D.T. Namchu, Executive Creative Director, Contract Advertising, added here, “This is an opportunity for us to do something distinctive in a crowded category, which is always a challenge.”
Huawei Devices recently launched three new smart phones – IDEOS X5, IDEOS X2 and IDEOS Chat in India.