TBWA picks up worldwide £25m BenQ-Siemens brief

TBWAWorldwide has been appointed to handle the £25m global advertising account for BenQ-Siemens.

TBWAWorldwide has been appointed to handle the &£25m global advertising account for BenQ-Siemens.

The agency won the business, which was previously held by Springer & Jacoby, following a pitch against a number of undisclosed agencies. It is not known whether the incumbent was involved in the pitch.

TBWAGermany will lead the account but McCann Erickson will continue to adapt work for the brand in the UK.

BenQ-Siemens, which has previously worked with TBWA on a project basis, called the pitch earlier this year (MW April 20). BenQ said at the start of the year that it was putting “significant” marketing spend behind the launch of the first handsets since its purchase of Siemens’ mobile division last year (MW January 19).

The company also unveiled the first phones to be co-branded BenQ-Siemens in January. It is permitted to use the Siemens name for five years as part of the takeover deal.

Siemens Mobile had been criticised for being slow to get involved in the 3G market, but BenQ says at least one-third of the products it will launch this year will be 3G compatible.

UK managing director Philip Rambech, who joined the company last October to launch BenQ Mobile in the UK, admitted to Marketing Week earlier this year that Siemens had not been strong enough in the UK and had focused too much on pre-pay and entry-level models.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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