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BOSTON China Mobile has retained Publicis Groupe’s Zenith Media for media chores its estimated $100 million account following a review, the agency said today.
The agency has handled the business, which ranks among China’s largest ad accounts, for the past eight years.
In a broader sense, keeping the business helps solidify Publicis’ standing in the region, where it has invested considerable resources in terms of local acquisitions, talent and infrastructure. The Paris-based holding company seeks to leverage opportunities presented by the upcoming Shanghai World Expo and Asia Games, which are expected to stimulate high demand for local ads.
According to Zenith, other contenders for the China Mobile business were WPP’s Mindshare, Aegis’ Carat and IPG’s Universal McCann.
Derek
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