Vizeum Taiwan aims to boost challenger brand Asia Pacific Telecom

The assigned media services include both online and offline duties and came into effect in the beginning of April and will run through to the end of 2014 and this is Vizeum's first telecom client.

APTG previously used a local media agency, Agein Media (康瑞行銷), and has never appointed a creative agency but had its own its in-house marketing team with a local production agency.

According to Vizeum Taiwan, the monitored adspend of APTG for 2012 was between US$2.3 and $2.7 million (NT$70 to $80 million).

Max Ling, GM of the agency, told Campaign Asia-Pacific that in Taiwan's Telecom market, APTG is the challenger brand competing with top players including Chunghwa Telecom, Taiwan Mobile and Far Eastone Telecommunications.

Leading player Chunghwa Telecom has 35 to 40 per cent of the market, while APTG’s current market share is about 10 per cent. But the brand is aiming to grow by 3 to 5 per cent this year, Ling said.

APTG is planning an IPO in September. Therefore, it’s vital for APTG to enhance its service quality and increase brand visibility, according to Ling. This is also one of the reasons that APTG initiated the pitch, in addition to help boost market share. The client has therefore asked Vizeum to join the marketing team to make the media agency’s role more aggressive, he said.

While its products and services are similar to those of its competitors, APTG claims to have the edge over its competitors with lower fees and better transmission speed.

Ling said that there will be several new cooperative efforts with mobile manufacturers and mobile phone brands this year, but declined to give further details. A new campaign is scheduled to kick off in June with significant ‘innovative’ OOH and digital executions, he added.