SHANGHAI - JWT Shanghai has been awarded the corporate branding business for Haier, China’s leading home appliance brand, following a competitive pitch involving ADK, Draft FCB Shanghai and incumbent McCann Beijing.
JWT has been assigned as the leading agency on the business to develop a long-term strategy for Haier's holistic brand building, including everything from corporate branding to individual products.
Haier has been operating in the China market for 26 years and has tasked JWT with delivering new thinking and innovative marketing activities around the brand. According to Zhang Tieyan, global brand operation director, the goal is to build Haier's brand as green, innovative and global.
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