Chinese telco ZTE appoints AxiCom

SHENZHEN: China's biggest telecoms equipment maker, ZTE Corporation, has hired London agency AxiCom as its first global PR firm.

The company, which makes and sells network equipment including mobile terminals, has briefed AxiCom to provide strategic advice at both group level and to the company's network of agencies.

ZTE has previously relied on country-based agencies for external comms support.

ZTE's main competitor in China is the more high-profile Huawei Technologies, which has drawn a greater proportion of sales from developed markets. But like Huawei, ZTE has significant Chinese government backing for expansion.

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