OMG, MediaCom and ZenithOptimeda tipped to join HTC’s global media pitch

This is the first time HTC has called a major global media pitch, as previously the pitch was mostly done on a local scale.

ZenithOptimedia is currently handing HTC’s media business in China and Europe, while PHD is handling markets in North Asia. The integrated shop Deutsch Los Angeles is responsible for media in North America.

Reported in March 2012 in Campaign Live, HTC has appointed Mother to create global brand ideas across its estimated US$162 million ( £100 million) ad business after winning a pitch against Deutsch LA and its agency in Asia, Saatchi & Saatchi Singapore.

In April, Mother launched its new integrated marketing strategy ‘As recommended by’, which sees the power placed firmly in the hands of real users. At the centre of this strategy is the decision that from now on, HTC will only advertise real people using HTC handsets in real-world product demonstrations.

The first work in this new strategic direction is ‘Free fall fashion shoot’, created to launch the HTC One series. The work sees two amateur photographers, Nick Jojola and Tony Mac, challenged to capture the world’s first skydiving fashion shoot on a mobile phone.

HTC, which derives most of its revenue from phones based on Google' Android software, is facing a sharp sales decline as it struggles to compete with other mobile giants like Apple and Samsung.

According to Campaign Asia-Pacific 2012 Top 1000 Brands Report, HTC ranks 119 (down from 100 in 2011), while Samsung is number one (up from second in 2011). Apple now ranks second (from sixth). Industry experts says that HTC has been struggling to produce new unique products features in the past few years, whereas Samsung is really strong in product innovation and Apple has a strong brand attraction.