SHANGHAI – On top of a number of key projects that Leo Burnett China and Huawei Enterprise Business Group (EBG) have been working on together for years, the brand has again appointed the agency to take care of the EBG’s new branding strategy and creative work.
“There is a major difference between marketing for B2C (Business-to- Consumers) and B2B (Business-to-Business) enterprises,” said Jeff Peng, Director of Branding Department, Marketing & Solution Sales, Enterprise Business Group, Huawei. “The agency needs to understand this and provide strategic creative marketing communications for our B2B needs. They also need to have an in-depth understanding of our products and technologies.”
“Leo Burnett China excels in all these areas, has a deep understanding of our industry and, in addition, offers us outstanding creative solutions,” Peng added. “These factors, plus the agency’s resources and strong national and global network, convinced us that they are the right partner for us.”
“The communication ‘target audience’ for a business like the Huawei EBG are vastly different from that of regular B2C businesses. They could be anything from a company, to a city, or even a country. For the team, this is an exceptional challenge and we are very excited about taking it on,” said Matthew Cheng, the Director of Client Service at Leo Burnett Shanghai.
The EBG is one of the key business units within the Huawei group. The unit offers a broad range of customer-centric ICT products and services for vertical industries and enterprises including government and public services, finance, transportation, energy, large enterprises, and Small and Medium-scale Enterprises (SMEs). Its portfolio covers enterprise networking, Unified Communications and Collaboration (UC&C), cloud computing and data centers, enterprise wireless networks, network energy, and infrastructure services across Asia, Europe, and Africa.
“Huawei is a globally recognized technology brand, and we are honored to have the opportunity to be the creative partner for its EBG business. We will consolidate Leo Burnett’s extensive resources in China to support their needs to help drive the Huawei EBG brand to the next level both locally and globally,” commented Danny Mok, CEO of Leo Burnett China.
