The team won the account after a first round of credential pitches involving at least three 4A agencies. The incumbent McCann Guangzhou has worked on this account for over a year.
M&C Saatchi will be expected to streamline Airmate's unique brand concept and strategic communications to elevate the brand's perception to a higher level.
The M&C Saatchi team handled a product launch for Airmate's premium juice machine in March.
The successful launch encouraged the client to move its all ATL and BTL accounts to the agency, including nine small home appliance product categories.
Airmate does its own media buying in-house.
The agency has already started work on a new campaign for Airmate's heater product line in time for the winter season.
Apart from a retail presence in large electronic appliance chains like Gome and Suning in China, Airmate also boasts with over a hundred of their own stand-alone retail stores around the country.
This is the first electronic appliance account for M&C Saatchi Guangzhou since its launch in January. The agency's Shanghai office works on Sony Cybershot's creative account.
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