TBWAChina has announced that it will handle creative duties for QQ.com, China’s largest portal (by visitor numbers). Sources close to the pitch estimated the account to be worth RMB100 million in billings.
After a high profile 4-way pitch, Tencent felt deeply that its innovative business model was a good match with TBWA’s ‘disruption’ approach and culture.
“From research, we’ve spotted a new wave sweeping through this digital generation and we have an opportunity to redefine online media consumption. To this end, we needed an agency willing to push the strategic and creative boundaries”, said SY Lau, Executive Vice President, Online Media, Tencent Technology.
With more than 340 million active accounts, QQ and QQ.com are a large and integral part of the Chinese online landscape and both enjoy an unrivalled engagement level with netizens.
Already, China boasts of the largest internet base in the world and as Chinese media consumption patterns shift more to digital delivery mediums, QQ.com is in a leading position to shape the future of media consumption in China.
TBWAChina will start work immediately, utilising a pan-national team selected for this brief. Ruth Ang, TBWAChina Managing Director, said “Tencent and TBWA are a great fit, both companies are of similar ages in China and share the same philosophy of doing things differently to get results.”
TBWAChina’s creative responsibilities will include TV, print, out of home and collaterals. Expect the creative to mirror the changes being seen in how people consume their media in China.
TBWAGroupChina is a 4A’s agency with offices in Beijing, Guangzhou and Shanghai. The Group consists of TBWA (advertising), TEQUILA (one-to-one marketing and CRM), agency.com (digital marketing) and Auditoire (events and experience marketing). TBWAGroupChina incorporates best in class specialists to deliver disruptive total brand strategies for clients across China.