The pitch brief is expected to be sent out to agencies around mid-October, in time for a decision by the end of the fiscal year.
China Mobile have three brands: GoTone, M-Zone, and EasyOwn.
Ogilvy & Mather Beijing is working on China Mobile’s M Zone (its pay-as-you-go plan) account and China Mobile corporate brand. Lintas is handling the EasyOwn, GoTone and data service business for China Mobile's headquarter.
China Mobile is currently using a local creative agency 91 for their 3G creative account.
Cheil Worldwide Beijing won China Mobile’s US$6.5 million GoTone creative account last year. Jason Zhao, COO and ECD of Cheil China, confirmed that Beijing Mobile recently renewed the contract until next year without a pitch. GoTone is China Mobile's biggest consumer brand targeting the business sector in Beijing, including its consumer membership maintenance and enterprise customer service business.
The pitch will not affect China Mobile's media account.
Last May, China Mobile ranked as the ninth most valuable global brand in this year's BrandZ's Top 100 most valuable global brands study, a ranking dominated by multinationals.
