Publicis lands ZTE telecoms launch

Chinese telecommunications company ZTE has appointed Publicis Shanghai to handle its advertising business with a view to starting project work in the UK. Publicis pitched against Leo Burnett and TBWA/Shanghai to win the account.

The state-owned company, China’s largest listed telecoms equipment supplier, was talking to advertising agencies in London earlier this year to boost its profile in Europe (MW January 13).

It is thought ZTE was talking to Arc, M&C Saatchi and TBWA/London with a view to drawing up a shortlist for a European brief, but the process was delayed and the company has appointed Publicis Shanghai to work on the account.

ZTE, which is based in Shenzhen in southern China but has its European headquarters in London, has not worked with agencies outside Asia before, but it is thought to want to adapt to Western marketing.

It is among the front-runners to sponsor the 2008 Olympic Games in Beijing, which it sees as a chance to build an international profile.

The company is just breaking into the UK and is thought to be working with a number of UK firms on forthcoming projects.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here