China Mobile called separate pitches for its US$100 million media planning, media buying, digital planning and digital buying in September. The move followed the appointment of new China Mobile CEO Li Yue who has a strong background in procurement.
Zenith Optimedia is the incumbent on both the media buying and planning for China Mobile, following its reappointment to the account in 2009.
The media buying pitch was attended by several local media agencies including Charm Communications. It is not clear which agency won the account. Some insiders have suggested China Mobile might handle its media buying in-house and is expected to set up a media buying department.
Incumbent digital agency HY Link is believed to have won the digital media planning business.
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