UPDATED: Haier adds UM Beijing to agency pool

Haier's incumbent was Maxus, appointed media agency-of-record in 2009. It was evaluated in a pitch in March that involved up to eight agencies including Hylink and some local labels.

The client settled on Maxus, Carat, im2.0, wwwins Isobar, GDAD and UM for its regular pool of digital agencies.

Maxus added a new digital remit to its current media duties. Its scope of work now includes digital creative work and the search business for the ten product lines under the Haier Group.

Haier has no media AOR currently, with Carat now in charge of traditional media planning.

The win was confirmed by Jacky Yang, managing partner of UM Beijing. Scope of work includes  digital media planning and buying for Haier's "1169 Project".

The 1169 project is an integration of Haier's own online mall (eHaier.com) and the Leader sub-brand.

The project, one of two major initiatives, was named after the company's ticker symbols--Haier Electronics on the Hong Kong Stock Exchange (1169).

The other project, based on the Qingdao Haier listing on the Shanghai Stock Exchange (690), covers household appliances and furnishing under the Casarte sub-brand, won by Isobar and announced last week.

Haier's creative work within the mainland is also produced by a consortium of agencies: Publicis, Draftfcb, BBDO and Symbol Media.