Y&R Guangzhou scoops ABB Group creative account in China

Y&R will develop communications and creative strategies targeting different markets for the relaunch of ABB’s Automation Product Low Voltage (APLV).

Michael Xia, CEO of Y&R Guangzhou, said: “ABB has many offices in China. In the past, its business has been mostly business-to-business. As increasing international and local competitors enter the market, we will help the brand to launch marketing campaigns, mostly in print, for its different products. This will help ABB to connect with households, offices and industrial users.”

ABB’s main competitors in the China market include international heavyweights such as Schneider Electric and Siemens.

ABB Group, a Fortune 500 company, has diverse interests and offerings in power products, power systems, automation products, process automation and industrial robotics.

ABB conducts its media planning in-house.

In November 2008, Y&R Guangzhou outgunned McCann Erickson Guangming and Dentsu in a pitch for the creative account for the 103-storey skyscraper, Guangzhou International Finance Centre, also known as the West Tower, in the heart of the central business district in Tianhe.