ZTE Picks The BAM Connection to Lead U.S. Campaign for Axon 7 Smartphone

By Erik Oster 

Chinese multinational telecommunications company ZTE, which is also the fourth largest smartphone supplier in the U.S., selected The Baiocco and Maldari (BAM) Connection, the Brooklyn-based agency launched by former Grey execs Rob Baiocco and Maureen Maldari in 2014, to lead the U.S. campaign for its Axon 7 Smartphone after a review.

The BAM Connection will be tasked with developing an integrated campaign spanning online video, cinema, OOH, banner ads, digital, print, in-store and radio to drive sales for the Axon 7, which was first revealed in May.

“The BAM Connection is the absolute right partner to help us launch the Axon 7 and highlight the overall value it brings to consumers’ lives,” ZTE USA vice president of strategic marketing Andrew Elliott said in a statement. “We felt BAM excelled in a unique way compared to other agencies, and feel their creative abilities and thoughtful considerations across media are an asset.”


“We are thrilled to launch ZTE’s flagship Axon 7 device, which has already received rave reviews from consumers in the U.S. and other parts of the world,” added THE BAM Connection CEO Maureen Maldari. “Its premium features, combined with its budget-friendly price has already attracted many American consumers and we’re excited to build on the momentum it has already received in the market.”

The win would appear to be a project-based assignment that could lead to more work after the launch. ZTE declined to share more information regarding its billings or the agencies that competed for its business.

ZTE joins a client roster that also includes Akorn Consumer Health, LaPostolle Wine, VF and Valeant. You may also recall The BAM Connection’s effort last December to create alternate acronyms for the DUMBO neighborhood of Brooklyn it calls home.