Tencent hands QQ.com Expo project to Ogilvy PR in Beijing

The agency will be tasked with developing the brand and product PR strategies for the QQ.com business unit and managing all Shanghai Expo media communications until the end of 2010. Tencent is a senior sponsor of the Shanghai World Expo in the internet services category.

"We aim to be China's most influencial internet portal, no small task," said Isabel Lio, VP and general manager of Tencent's public relations department. "This requires a very strong strategic team and that's what we saw in Ogilvy's pitch."

Liu added that Ogilvy PR's extensive experience in working with internet companies and Expo sponsors was instrumental in clinching the deal.

On winning the assignment, CP Yang, managing partner at Ogilvy PR Beijing, said: "QQ.com's products, resources and support for the Shanghai Expo are unique and impressive."

She added that: "With the country focused on the Shanghai Expo this is an incredibly exciting time and the ideal opportunity to help QQ.com demonstrate their leadership and influence among urban professionals and explore more cooperation possibilities with leading companies and organisations."

In 2008, Ogilvy & Mather pitched to be Tencent’s creative AOR, but lost the review to TBWA.

At the time, Ogilvy was selected to manage Tencent’s Shanghai Expo advertising, working with the internet company on a project-by-project basis.

QQ.com is China's top web portal by number of visitors. In a recent interview with Media, Tencent president SY Lau said he plans to use the dominance of instant messaging brand QQ to capitalise on the gap Google left in the search market.