NEW YORK: After a multiple-round competitive review, ZTE Corporation, a mobile phone manufacturer and global provider of telecommunications equipment and network solutions for consumers and enterprises, selected Ogilvy Public Relations as its AOR for the United States. The agency's technology practice will handle the six-figure account and work will be based out of its New York office.
Ogilvy will work to expand ZTE's brand presence into the U.S. through working with ZTE USA, a ZTE subsidiary that serves US-based customers and carriers. As an established global brand without a large US presence, the company hopes to strengthen its partnerships with American wireless carriers in order to more effectively bring its products to the market here.
“Their story hasn't been told as loudly as it could be in the U.S. or as completely,” said Amy Messenger, managing director of Ogilvy's US technology practice.
Ogilvy plans to launch a well rounded visibility campaign for ZTE that will involve a combination of social, digital, and traditional media outreach tactics and also focus on speaking programs and award recognition.
Mitch Peterson, senior director of strategic marketing at ZTE USA, said the company selected Ogilvy due to the agency's strong background in public relations, advertising, and brand strategy and also because of its presence in China. ZTE sought an agency with the ability to take a Chinese brand and extend it into other markets, as the firm hopes to focus on expanding its US presence through the next two to three years.
“Ogilvy has a very strong China program in place and that was a huge advantage to them in the overall process,” Peterson says.
The contract is for one year, but Peterson said the company hopes to forge a long-term partnership with Ogilvy.