Atomic wins ZTE USA social media, PR reviews

ZTE USA has brought on Atomic for its PR and social media accounts as it seeks to raise its profile in the US.

RICHARDSON, TX: Smartphone-maker ZTE USA has awarded Atomic its PR and social media accounts after two independent reviews.

The agency, which went up against “a very long list” of firms in the RFPs, won because of its creativity, strategic counsel expertise, and analytical approach to business, said Andrew Elliott, senior director of strategic marketing at ZTE USA.

He added that the company was seeking an agency in each review that could help ZTE “push the boundaries” and build brand recognition in the US.

Before bringing on Atomic, ZTE USA worked with Ogilvy Public Relations. Elliot declined to give further details about the company's work with Ogilvy.

Atomic, which is leading the account from its Los Angeles office with help from its New York and San Francisco locations, is focused on increasing awareness of ZTE among consumers and media in the US, said Rachel Rogers, SVP and MD of Atomic Los Angeles.

She added that the firm will handle all media relations, digital and social media, customer-engagement efforts, corporate branding, and thought leadership for the company. The number of staffers on the account will vary depending on the project, said Rogers.

The firm, which was brought on in September, began to work on ZTE USA's first sponsorship just weeks into the account. Elliot said the team “hit the ground running.”

He added that, to date, the news of ZTE's sponsorship of the NBA's Houston Rockets has garnered about 185 million impressions.

Budget information on the account was not disclosed. 

ZTE USA, a subsidiary of China-based ZTE, has operated in the US since 1995. It has relationships with US telecommunication carriers including AT&T, Verizon, Sprint, T-Mobile, Cricket Wireless, and MetroPCS.

In August, Hotwire won the account for ZTE's six-figure European communications work.

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