Dive Brief:
- Huawei, a Chinese telecom giant, has appointed Isobar as its digital marketing agency for global product launches and consumer events.
- Isobar's offices in Shanghai and Singapore will lead activities on the account.
- Huawei appointed Isobar, owned by Dentsu-Aegis Group, because of its strong presence, both in China and abroad.
Dive Insight:
Huawei has been looking to increase its global presence, particularly in the U.S., but has struggled with U.S. agencies. Because Isobar already has a strong Chinese presence, the agency may be in a better position to grow the brand worldwide. When dealing with global issues, it's important that an agency understands the perspective of your homeland before venturing abroad.
