China Mobile hands creative business to Leo Burnett

China Mobile has extended its relationship with Leo Burnett by appointing it as its creative agency.

The decision was made after a five-way pitch in December and extends the work Leo Burnett was already doing on China Mobile’s ‘and’ branding and 4G business. The relationship has been extended to create the national communication strategy and creative solutions for China Mobile’s ‘and’ branding and its business nationwide.

Leo Burnett initially won the brief to develop state-owned telecomms business China Mobile’s first ever 4G brand in August 2013, where it developed the ‘and’ brand.

According to China Mobile, the 4G ‘and’ brand is one of the businesses most dominant brands and it is the country’s biggest 4G brand, with over 300 million subscribers across the country.

Figures calculated at the end of 2014 report China Mobile as the world’s biggest mobile phone operator, with a total of 806 million subscribers.

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